- Dollar General Media Network (DGMN), the retailer’s media arm, has partnered with commerce media company Criteo to help drive its onsite sponsored ad offerings, according to a press release.
- The deal will provide brands with access to premium inventory through Criteo’s self-service DSP, Commerce Max, and DGMN’s private inventory via Criteo’s retailer monetization platform, Commerce Yield.
- Dollar General can onboard first-party data, in-store sales data and shopper signals to the DSP, helping brands and agencies higher reach its base of rural shoppers — the retailer’s differentiation within the rapidly growing retail media space.
The partnership between DGMN and Criteo demonstrates how early entrants into the retail media space proceed to beef up their offerings with data-driven integrations that help brands and agencies goal and measure their campaigns. The deal will support Dollar General’s onsite sponsored ad offerings and newer ad formats expected later this 12 months.
Dollar General, the biggest retailer within the U.S. by store count, per the discharge, sees most purchases in-store, but receives “significant” web traffic from customers making their lists prematurely. The partnership will help brands and agencies reach consumers at this step of the acquisition journey, and supply insights into whether sales happen in-store or online.
The company launched its retail media network in 2018 and has continued to spend money on the offering. After initially working with LiveRamp, Dollar General in 2022 expanded its partnerships to include the Trade Desk, Google Ad Manager and ad agency The Goodway Group and in 2023 launched a recent capability backed by Meta.
“Since launching Dollar General Media Network in 2018, we’ve made notable investments to continually evolve and grow,” said Charlene Charles, head of DGMN operations, in the discharge. “Our partnership with Criteo is an extension of our commitment to our customers, particularly those in hard-to-reach, rural areas, creating more meaningful connections to higher serve the communities through which we operate.”
Criteo’s retail media footprint includes 200 retailers worldwide and the firm prompts around $1 billion in media spend, per details shared with Marketing Dive. It has continued to work to unify the retail media ecosystem across online and offline channels, per the discharge, which speaks to the market’s continued evolution.
In-store retail media spend will top $1 billion by 2028, but will still only represent lower than 1% of total retail media spend, per a recent eMarketer report. Overall, retail media is predicted to hit $81.6 billion in ad spending by 2025 to represent 23.5% of the entire U.S. digital promoting market, per Advertiser Perceptions.
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