Walgreens Advertising Group expands capabilities

Walgreens Advertising Group is launching new self-serve programmatic and clean-room solutions allowing brand advertisers to run campaigns more openly on their own terms.

The new self-serve programmatic solution will offer the ability to target consumers by applying audiences based on Walgreens’ first-party data to campaigns run on each advertiser’s preferred demand-side platform.

[Read more: Retailer of the year 2021: Walgreens seizes its omnichannel opportunity] 

“We’re excited to bring our advertising clients more flexibility in managing the reach and frequency of campaigns on their preferred DSP, while dually building a better consumer experience through more relevant and optimized advertising,” Luke Kigel, vice president of Walgreens integrated media and head of Walgreens Advertising Group, said. “This solution allows the relationship between brand advertiser and retailer to be more transparent than ever and deliver a more integrated, human experience to the consumer."

Walgreens said that with the new services, brand advertisers can maximize the reach and scale of campaigns across all digital channels. With more than 95 million myWalgreens members and Walgreens roughly one billion touchpoints daily with customers, the service can target purchasers of more than 70 key categories and advanced customer targets, according to the retailer. 

[Read More: Walgreens Advertising Group adds brand tools]

Advertisers can access the new self-serve solution through The Trade Desk or OpenX, with more connections being added in the future. WAG’s connection with The Trade Desk leverages the power of closed-loop reporting, where advertisers tie campaign performance to Walgreens sales data and optimize in real-time to drive efficiency, results and learnings for future campaigns.

With the addition of the clean room, powered by Epsilon, brand advertisers will be able to measure customer overlap while maintaining the confidentiality of their first-party data.

The new ad solutions were created with our customer’s top of mind, using best-in-class safety guardrails within the platform. With customer privacy a priority, wag chose the Trade Desk solution as it leverages audiences stripped of directly identifiable information.

[Read More: Walgreens Advertising Group aims to help brands personalize shopping]

The new self-serve programmatic offering will launch broadly in Q2. Brands interested in exploring wag’s self-serve programmatic offering, clean-room solution and other advertising services can find more information on a specially designated website.