The Trade Desk and Albertsons Media Collective Pioneer New Approach to Retail Media on Open Internet and Beyond

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[{"type":"text","content":"\nPepsiCo, Unilever and GroupM Among First Users to Benefit from Transparent Measurement for Grocery Sales and Marketing Campaigns\n\n VENTURA, Calif.--(BUSINESS WIRE)--\nGlobal advertising technology leader The Trade Desk (Nasdaq: TTD) today announced a partnership with Albertsons Media Collective, the retail media arm for Albertsons Companies, that will bring verified-buyer audience and measurement solutions to The Trade Desk platform, helping advertisers understand the connection between ad campaigns and customer sales. Albertsons will be the first grocer in the U.S. to enable audience and measurement solutions across the open internet through The Trade Desk.\n\nWith more than 2,275 stores across the U.S., Albertsons Media Collective will provide advertisers such as PepsiCo, Unilever and GroupM (with media agency Mindshare) with insights and metrics across audience data to help them optimize their campaigns that close the loop between advertising spend and sales. Albertsons Media Collective is the first within the grocery space to separate data from inventory. This new partnership makes it easier for brands to reach the right audience across the open internet and beyond, including the industry’s fastest-growing digital channels, such as connected TV.\n\n“Retail media represents an incredible opportunity for brands that want to connect their marketing spend to sales,” said Jed Dederick, Chief Client Officer, The Trade Desk. “As consumer habits continue to change and the identity landscape evolves, our clients are looking for future-proofed, data-driven ways to run impactful campaigns. Partnering with Albertsons Media Collective gives us the ability to provide advertisers what they want, which is targeting that reaches the right consumer and closed-loop measurement to inform media decisioning and optimizations across the whole open internet.”\n\nAs marketers continue to look for ways to prove the return-on-investment of their campaigns, they increasingly value the data-driven precision of the open internet that gives them the ability and flexibility to measure campaign performance effectively. As the industry prepares for the elimination of third-party cookies, new sources of audience data are critical. Brands will need to activate their first-party data and future-proof their advertising strategies to create meaningful, person...

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