Dive Brief:
- Albertsons Media Collective announced Thursday the launch of Collective TV, which will provide advertisers with the ability to target and measure ad campaigns across streaming, digital video and, eventually, linear TV through a unified platform.
- Albertsons’ retail media arm is working across numerous technology partners, including Google Display & Video 360, The Trade Desk and LiveRamp, to power and monetize Collective TV.
- This latest move by Albertsons aims to address the disjointed process advertisers and brands face when running connected TV campaigns by bringing planning, execution and measurement under one tool.
Dive Insight:
Albertsons is rapidly expanding its digital retail media capabilities while keeping standardized metrics — an initiative the grocer is spearheading — as a priority.
The launch of Collective TV aims to give advertising partners more capabilities when launching video ads across modes of television at a lower production cost and speed to market, according to a press release.
“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,” Kristi Argyilan, senior vice president of retail media for Albertsons Media Collective, said in a statement.
Collective TV provides advertisers with three service channels to choose from with offerings from multiple partners including Google Display & Video 360, The Trade Desk, LiveRamp, FreeWheel, iSpot and Clinch.
The Premium Offering Channel, for example, enables brands to create omnichannel video campaigns and gives access to additional connected TV inventory through FreeWheel as well as personalized and localized dynamic content optimization through Clinch.
The DIY CTV Channel offers advertisers “build-it-yourself” capabilities, giving brands access to The Trade Desk’s connected TV inventory, which includes Albertsons Media Collective’s first-party audience data and measurement capabilities.
“CTV represents some of the most premium inventory for advertisers,” Ben Sylvan, vice president of data partnerships for The Trade Desk, said in a statement. “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.”
The debut of Collective TV builds on Albertsons’ growing portfolio of retail media capabilities that aim to expand advertisers’ reach to customers.
Earlier this week, the grocery company announced a partnership with Rokt to broaden its retail media network’s reach of advertising partners and ad capabilities. Brands with products and services not sold online by Albertsons are now able to engage with the grocer’s retail media network and connect with its e-commerce customers through targeted ads.
Correction: A previous subheading in this story misnamed Albertsons' new retail media platform. It is called Collective TV.
