Albertsons Media Collective and NBCUniversal are working to supply closed-loop measurement that bridges connected TV exposure and retail outcomes, per details shared with Marketing Dive. The partnership between the grocery store’s retail media network and the media conglomerate attempts to handle persistent advertiser concerns in regards to the lack of measurement across an increasingly fragmented CTV landscape.
“Advertisers have been asking for clearer proof that their CTV investments are driving real results, and along with NBCUniversal, we’re answering that decision,” said Evan Hovorka, vice chairman of product innovation at Albertsons Media Collective, in an announcement.
Chobani piloted the closed-loop measurement capability provided by Albertsons and NBCU to advertise the launch of its protein yogurt drinks at stores under the Albertsons umbrella. The effort brought together CTV ads with social, offsite and onsite activations and drove results for the yogurt marketer.
Running from March to June 2025, the Chobani campaign generated a 1.9 times lift in new-to-brand social engagement and a $4.22 return on ad spend on premium CTV. In addition, it boosted ROAS onsite by over 69% and offsite by over 43% in comparison with a previous campaign that didn’t include premium CTV promoting.
“Premium CTV helped us turn awareness into motion, and the strong ROAS lifts across onsite and offsite proved just how powerful a connected, full-funnel approach could be,” said Christen Spencer, director of purchaser marketing for Chobani, in an announcement.
CTV, retail media convergence
The latest capability is built on a data collaboration that brings together each parties’ first-party data inside a clean room environment, deterministically matching NBCU’s premium CTV ad exposures with Albertsons’ in-store and digital transaction data.
“By securely connecting ad exposure to sales through clean room technology, we’re bringing more accountability and transparency to premium video content — giving brands the boldness they need to take a position in CTV as a full-funnel performance channel,” Hovorka said.
Closed-loop measurement between Albertsons and NBCU could help marketers deliver more personalized experiences and result in deeper audience insights. The partnership builds on a previous deal which opened NBCU’s premium video inventory to users of Albertsons Media Collective’s managed service.
“At NBCUniversal, we’re focused on making our premium content more accessible and actionable for marketers of all sizes,” said Alison Levin, president of promoting and partnerships at NBCU, in an announcement. “Through strategic partnerships that simplify how brands work with us — including Albertsons Media Collective — we’re giving them the pliability and clarity to see TV as a real business-driving platform.”
The Albertsons-NBCU collaboration is one other example of a growing convergence between CTV and retail media. Amazon at its recent UnBoxed conference demonstrated how streaming TV and its full-funnel offering can drive outcomes, while other agencies, ad-tech corporations and trade bodies have worked to iron out the performance points of CTV.
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