Albertsons Performance Media Seeks To Capture More CPG Spend As Lines Blur Between Brand And Shopper Marketing

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Albertsons has unleashed shopper data from its network of 2,300 stores to help CPG advertisers determine whether their digital ad spend drove sales. When the grocery chain, whose numerous brands include Safeway, launched Albertsons Performance Media last week, it joined retailers like Target, Kroger and Walmart, which have each invested in building an audience activationContinue reading »

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Why Kroger Wants To Be A Walled Garden – And Why It’s An Uphill Battle

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The revelation that Kroger is developing a data-driven ad platform, Kroger Precision Marketing (KPM), to launch next year, underscores how brick-and-mortars are trying to exert control over their data in the same manner as an ecommerce company. Yet the goal of a true brick-and-mortar walled garden is fraught with challenges. For decades retailers sold anonymizedContinue reading »

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