- Albertsons Media Collective announced Thursday the launch of Collective TV, which is able to provide advertisers with the flexibility to goal and measure ad campaigns across streaming, digital video and, eventually, linear TV through a unified platform.
- Albertsons’ retail media arm is working across quite a few 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 types face when running connected TV campaigns by bringing planning, execution and measurement under one tool.
Albertsons is rapidly expanding its digital retail media capabilities while keeping standardized metrics — an initiative the grocery store is spearheading — as a priority.
The launch of Collective TV aims to give promoting 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’s flexible, scalable and measurable,” Kristi Argyilan, senior vp of retail media for Albertsons Media Collective, said in a press release.
Collective TV provides advertisers with three service channels to select from with offerings from multiple partners including Google Display & Video 360, The Trade Desk, LiveRamp, FreeWheel, iSpot and Clinch.
The Premium Offering Channel, for instance, enables brands to create omnichannel video campaigns and offers 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 incorporates Albertsons Media Collective’s first-party audience data and measurement capabilities.
“CTV represents among the most premium inventory for advertisers,” Ben Sylvan, vp of knowledge partnerships for The Trade Desk, said in a press release. “Albertsons’ purchase-based data represents a chance for media buyers to bring that incredibly helpful data to inform their media buys on the massive screen and deal with the most useful 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 promoting partners and ad capabilities. Brands with services and products not sold online by Albertsons at the moment are able to engage with the grocery store’s retail media network and connect with its e-commerce customers through targeted ads.
Correction: A previous subheading on this story misnamed Albertsons’ latest retail media platform. It known as Collective TV.
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