Albertsons Media Collective Launches Collective TV - Powered by First-Party Data, Closed-Loop Measurement, Shoppable Ads and Premium Inventory
13 Juni 2024 - 3:00PM
Business Wire
To accelerate TV transformation, Albertsons
Media Collective is working across Google Display & Video 360,
The Trade Desk, LiveRamp, FreeWheel, iSpot and Clinch to enable a
modern currency for the future of video ad campaigns
Albertsons Media Collective, the retail media arm for Albertsons
Companies, Inc. (NYSE:ACI), today debuted Collective TV, a solution
that unlocks the combined value of retail media and TV, providing
advertisers with a modern currency for targeting, measuring and
optimizing campaigns across streaming, digital video and soon
linear TV.
According to the Interactive Advertising Bureau’s 2024 Digital
Video Ad Spend & Strategy Report, digital video ad revenues are
expected to reach $63 billion in 2024. Despite this fast-paced
growth, the pathways for running connected TV (CTV) campaigns alone
are varied and complex. Agencies, networks, streaming publishers,
identity solutions and ad tech platforms have built silos for
planning, executing and measuring CTV campaigns.
“Advertisers need a smarter, more effective way to execute CTV
and video campaigns. With Collective TV, we’re removing the silos
between publishers, demand-side platforms, and identity solutions
by offering an outcome-driven TV solution that is flexible,
scalable and measurable,” said Kristi Argyilan, SVP of Retail Media
for Albertsons Media Collective. “With Collective TV, we’re taking
the wonder out of TV advertising.”
Collective TV provides three flexible service channels for
advertisers or publishers.
- Premium Offering Channel: Enables brands to execute
omnichannel video campaigns using modern currency and measurement
with iSpot, and access to premier video and CTV inventory with
Display & Video 360, including YouTube. Display & Video 360
provides access to 92% of CTV households in the U.S., according to
Comscore. Additional CTV inventory is available through FreeWheel,
and personalized and localized dynamic content optimization across
this premium channel offering is enabled through Clinch. As part of
working with Display & Video 360, advertisers can create
engaging, shoppable YouTube video ads with Collective TV, reducing
production costs and speed to market. Collective TV’s shoppable ads
can be delivered across multiple inventory providers, maximizing
reach and impact for advertisers, while maintaining streamlined
campaign management within a single buying tech stack. The launch
of Collective TV comes on the heels of Albertsons Media
Collective's partnership with Google and LiveRamp to market to
streaming audiences with Display & Video 360's Publisher
Advertiser Identity Reconciliation (PAIR) protocol. As an early
adopter of PAIR, Albertsons Media Collective connects Albertsons’
informed shopper audiences with premium content, while leveraging
LiveRamp's platform to enhance security and privacy for publisher
and marketer data collaboration.
- DIY CTV Channel: Offers build-it-yourself capabilities
that are designed for brands that want to roll up their sleeves.
Brands or agencies that work with The Trade Desk can access 80% of
all premium CTV inventory, which includes Albertsons Media
Collective’s first-party audience data and item-level closed-loop
measurement for on and offline sales in a privacy conscious manner.
Additional capabilities include weather and location data
integration and marketing mix modeling integration. Linear audience
reach extension will be available later this year via iSpot. “CTV
represents some of the most premium inventory for advertisers,”
said Ben Sylvan, VP of Data Partnerships, The Trade Desk.
“Albertsons’ purchase-based data represents an opportunity for
media buyers to bring that incredibly valuable data to inform their
media buys on the big screen and focus on the most valuable buyers.
This represents a major change that will improve the consumer
experience and continue to support the streaming content we all
love, and we look forward to media buyers reimagining what’s
possible in their CTV media plans.”
- Collective Syndication Channel: For publishers and
streaming services that want to leverage Collective TV to offer
extra value for their advertisers.
Collective TV offers brand safety along with privacy conscious
ad experiences to instill confidence in advertisers that video and
CTV ads are being served in the right way to their known shoppers
in the places they watch TV. Collective TV offers advertisers an
easier way to use video through a holistic, omnichannel approach
across Albertsons Media Collective’s off-site inventory via social
platforms and CTV publishers. Collective TV offers flexible
attribution windows via The Trade Desk and tracks common KPIs that
support awareness, consideration, and conversion.
“In 2023, we spearheaded the framework for standardization to
enable consistent measurement across retail media. Now we’re
reimagining video measurement and optimization across all channels
through our co-op garden approach and first-party data, all with an
eye toward simplifying the complexity in this space our clients are
having to navigate,” added Argyilan.
To learn more about Albertsons Media Collective and Collective
TV, please visit LinkedIn.
About Albertsons Media Collective
Albertsons Media Collective is a next-generation retail media
network rooted in connections, technology and innovation. As the
retail media arm for Albertsons Companies, one of the largest food
and drug retailers in the United States, we connect with consumers
in more than 2,200 locations across 34 states and the District of
Columbia. Through a companywide focus on innovation, we partner
with leading brands to help them engage shoppers when and where it
matters most, with the power of sophisticated first-party data.
From innovative delivery platforms to highly targeted marketing
solutions, we offer our clients a variety of programs designed to
drive retail sales and maximize brand impact to best serve our
shoppers.
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