Albertsons partners with Criteo to bolster retail media offerings

Dive Brief:

Albertsons and commerce media company Criteo have partnered to provide the grocer’s retail media arm with demand- and supply-side advertising capabilities to drive measurable commerce outcomes, according to a Tuesday announcement.
Albertsons Media Collective will utilize two of Criteo’s platforms as “self-service solutions,” allowing the grocery company to connect advertisers with shoppers as well as monetize online assets.
Albertsons continues to be a leader in the fast-growing retail media space, having spent most of 2023 pushing for retail media network standardization industry wide.

Dive Insight:

Criteo’s Commerce Max and Commerce Yield platforms will enable Albertson Media Collective’s CPG brand partners to access on-site inventory and manage large-scale media buys within Criteo’s singular platform, according to the press release.

Commerce Max is a self-service demand-site platform that connects retailers, brands and agencies on a single platform to trade and exchange media across the “open commerce ecosystem.” Albertsons’ Media Collective will use the platform to onboard first party data, in-store sales data and overall shopper behaviors, per the announcement.

Commerce Yield, Criteo’s retailer monetization suite, will enable Albertsons to monetize online assets and access new incremental demand driven by Criteo, according to the press release. The Criteo platform as a whole drives revenue for retailer audiences and inventory while also providing measurable performance to partners.

“We are confident that integrating Criteo into our operations will enhance our client services to better support brands and agencies through expanded service models and channels,” Harvey Ma, Albertsons Media Collective’s vice president, said in a statement.

The partnership will further support Albertsons’ onsite sponsored ad offerings as well as allow Criteo to expand into newer ad formats in the coming months. These new formats include sponsored video and commerce display, with the latter linking CPG and partner branding on a retailer’s online platform and targeting consumers based on shopping and browsing behavior, according to Criteo’s website.

Criteo aims to provide Albertsons’ retail media arm with “more value and transparency,” according to Criteo's Chief Revenue Officer Brian Gleason — an effort that furthers Albertsons’ push for retail media standardization. In June, the grocery company shared a preliminary framework aimed at unifying specifications, methodologies, terminology and disclosures across retail media networks. The standardization framework was then adopted by the Interactive Advertising Bureau in September.