Two ad platforms have improved their retail media offerings for advertisers with partnerships announced today (Jan. 7) on the annual Consumer Electronics Show (CES) in Las Vegas. Albertsons Media Collective, the retail arm of the grocery company, has teamed with TransUnion as a part of the launch of an API, while DoorDash has linked with The Trade Desk in an identical move around data, per details shared with Marketing Dive.
Albertsons Media Collective’s recent API will let advertisers integrate its campaign performance data into their very own measurement models, with TransUnion offering its TruAudience solution to assist advertisers compare performance across retailers and channels. The partnership comes as retail media’s growth into off-site channels has made it more complicated for advertisers to measure ROI of their retail ad spend, in line with Liz Roche, vp of measurement and media at Albertsons Media Collective.
“Our latest API offering… [provides] advertisers with a transparent solution to understand and measure performance in a single place, while also contributing to measurement standardization,” Roche said in a press release.
Such measurement standardization has been an area of investment and development as retail media networks have grown more sophisticated yet also more fragmented. Albertsons Media Collective’s API is now available for all clients and allows for campaign data to be brought into their very own systems or that of agency and measurement partners.
TransUnion’s TruAudience solution helps advertisers develop marketing mix modeling (MMM) measurement — a longstanding tactic of marketers that has returned to the forefront as fragmentation and privacy regulation increases. More than half (61.3%) of U.S. marketers wish to improve their MMM, per an eMarketer survey cited in press materials.
In a related move, DoorDash has partnered with The Trade Desk to attach the local commerce platform’s data with The Trade Desk’s programmatic technology to assist advertisers deliver relevant, transparent and measurable campaigns.
As a part of the partnership, advertisers will have the opportunity to leverage privacy-safe, first-party DoorDash data to focus on customers based on purchase behavior and other insights across display, mobile, streaming audio and connected TV via The Trade Desk. Then, advertisers can measure the effectiveness of ads via DoorDash’s closed-loop measurement capabilities. All together, the offering is the style of full-funnel solution wanted by advertisers.
“Our collaboration with The Trade Desk provides an accessible, efficient, and impactful way for brands to have interaction consumers throughout the shopper journey, from initial consideration to checkout,” Toby Espinosa, vp of ads at DoorDash. “This partnership is a natural extension of our robust product suite, designed to assist advertisers optimize campaigns, allocate budgets effectively, and achieve meaningful business outcomes.”
Like the Albertsons-TransUnion partnership, the DoorDash-Trade Desk pact is billed as a solution to bring standardization around precision, scale and accountability in retail media, especially within the food and CPG sectors serviced by DoorDash. The platform last yr launched offsite and sponsorship ad opportunities for CPG brands alongside other offerings for enterprise restaurants.
DoorDash in Q3 2024 saw net revenue margin 13.5%, up from 12.9% in Q3 2023, a year-over-year increase it attributed to increasing ad sales and logistics improvements. In a call around the earnings, executives said the ad business was growing in a “very healthy manner” and noted its increased interest from CPG advertisers.
For Albertsons, the launch of Albertsons Media Collective’s API comes after the failure of a proposed Kroger-Albertsons merger that was expected to bring recent scale to the combined company’s ad business. Retail media maven Kristi Argyilan, who served as senior vp of retail media for Albertsons Media Collective for greater than three years, recently left the corporate to grow to be global head of Uber Advertising.
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