Albertsons Media Partners with Rokt to Expand Non-Endemic Ads

Albertsons Media Partners with Rokt to Expand Non-Endemic Ads

Grocery retailer will use Rokt’s AI-powered technology to unlock relevance and drive customer loyalty.

Rokt, the leading ecommerce technology company using machine learning and AI to make transactions more relevant to each shopper, today announced it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies, Inc., a leading food and drug retailer in the United States.

Under the new partnership, brands that are non-endemic to Albertsons’ existing retail media network—meaning their products and services are not sold online by the company itself—will be able to reach and engage Albertsons’ ecommerce customers through offers and messages that are highly relevant to them. The partnership extends across 11 Albertsons’ portfolio brands, including the Albertsons, Safeway, ACME Markets, Vons, Jewel-Osco, Shaw’s Supermarkets, Carrs and Star Market banners.

“This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads—at scale,” said Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective. “By leveraging Rokt’s technology across our portfolio of brands and the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience.”

Retailers are increasingly looking to extend the power of their media networks to tap into new revenue streams and deepen their customer relationships. Rokt’s research shows while endemic ads are highly effective before a customer selects a product on an ecommerce site, non-endemic ads are most effective during the transaction moment, a point when the customer is most likely to respond to new, highly relevant offers. By adding non-endemic messages and offers to their existing advertising channels through the Rokt Ecommerce product, retailers like Albertsons can broaden their advertiser mix, diversify their revenue streams, and enhance the customer experience.

“We’re extremely pleased to partner with Albertsons to strengthen and expand the Albertsons Media Collective business,” said Craig Galvin, Chief Revenue Officer at Rokt. “By adding the delivery of relevant messages from non-endemic brand partners to the company’s vast online consumer audience, Rokt will unlock new revenue and help Albertsons’ portfolio brands delight their customers and deepen brand loyalty.”

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Albertsons will also use Rokt Ads to serve its brand messages across Rokt’s network of premium ecommerce merchants, including Ticketmaster, Uber, AMC Theatres, Kohl’s, Grubhub and more, to reach consumers when they are likely to engage. By leveraging both of Rokt’s signature products, Albertsons is extending its advertising capabilities not only throughout the full transaction journey on its channels but also across Rokt’s wide network of merchants.

Rokt’s exclusive, closed marketplace leverages intelligence powered by more than 5 billion transactions across hundreds of leading ecommerce businesses, allowing merchants to create a seamless customer experience while also controlling the types of offers eligible to be displayed to their customers.