“Our latest API offering… [provides] advertisers with a transparent way to understand and measure performance in one place while also contributing to measurement standardization,” Roche said.
Such measurement standardization has been an area of investment and development as retail media networks have grown more sophisticated yet fragmented. Albertsons Media Collective’s API is now available for all clients and allows campaign data to be brought into their systems or those 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 want to improve their MMM, per an eMarketer survey cited in press materials.
In a related move, DoorDash has partnered with The Trade Desk to connect the local commerce platform’s data with The Trade Desk’s programmatic technology to help advertisers deliver relevant, transparent, and measurable campaigns.
As part of the partnership, advertisers will be able to leverage privacy-safe, first-party DoorDash data to target 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. Together, the offering is the type of full-funnel solution sought after by advertisers.
“Our collaboration with The Trade Desk provides an accessible, efficient, and impactful way for brands to engage consumers throughout the customer journey, from initial consideration to checkout,” said Toby Espinosa, vice president of ads at DoorDash. “This partnership is a natural extension of our robust product suite, designed to help advertisers optimize campaigns, allocate budgets effectively, and achieve meaningful business outcomes.”
Like the Albertsons-TransUnion partnership, the DoorDash-Trade Desk pact is billed as bringing standardization around precision, scale, and accountability in retail media, especially in the food and CPG sectors serviced by DoorDash. Last year, the platform launched offsite and sponsorship ad opportunities for CPG brands alongside other offerings for enterprise restaurants.
DoorDash’s net revenue margin in Q3 2024 was 13.5%, up from 12.9% in Q3 2023. This year-over-year increase was attributed to increasing ad sales and logistics improvements. In a call about earnings, executives said the ad business was growing “very healthy manner” and noted its increased interest from CPG advertisers.
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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 new scale to the combined company’s ad business. Retail media maven Kristi Argyilan, who served as senior vice president of retail media for Albertsons Media Collective for more than three years, recently left the company to become global head of Uber Advertising.
