Albertsons Media Collective has advanced retail media measurement with a new incremental multi-touch attribution solution. The retail media arm of Albertsons Companies, Inc. developed the solution with LiveRamp.
The new solution is enabling advertisers to determine the incremental sales lift that can be derived from different digital media networks. The solution offers advertisers a unified measurement of media performance through its deduplication capability. This solution utilizes the Cross-Media Intelligence technology platform by LiveRamp.
The framework encompasses the channels owned and operated by the Albertsons Media Collective. The framework also encompasses media that is offsite, as well as the partnering participants. The participating platforms include Meta, Display & Video 360, Google Ad Manager, and Perion.
As a result, advertisers can examine how different touchpoints contribute to sales. They can also understand how media investments work together throughout the customer journey.
Full-Funnel Measurement Across Retail Media Channels
Media metrics for retail continue to be difficult with the increasing fragmentation of the media environment. Media platform-based metrics may restrict exposure across many platforms. Likewise, last-touch attribution might not reflect the total journey to conversion. Thus, it becomes hard for advertisers to figure out media investments that make a difference.
The solution by Albertsons Media Collective has been designed to solve these problems by using full-funnel measurement. The company calls this “measurement from couch to checkout”. The solution is a one-stop performance measure for all the participating media channels. This measure also captures the incremental effect of each channel.
“As retail media continues to evolve, advertisers expect measurement that reflects how consumers actually engage across channels because conversions rarely stem from a single ad impression,” said Liz Roche, VP of Media and Measurement at Albertsons Media Collective. “This solution provides a more complete view of performance by helping brands understand the incremental impact of their media investments across the customer journey, giving our partners a tool to understand where one plus one can equal three. We’re committed to advancing greater transparency and accountability so advertisers can invest and optimize with confidence.”
She added that the solution helps brands understand incremental media impact across the customer journey. The company also aims to improve transparency and accountability.
Meanwhile, LiveRamp described the collaboration as a first for grocery retail media. Jack Foster, Head of Measurement Products at LiveRamp, discussed the solution’s capabilities.
“Albertsons Media Collective is the first grocery retail media network to deliver incremental measurement across previously siloed channels with us, and the first to prove that grocery transaction data can anchor a neutral view of performance,” said Jack Foster, Head of Measurement Products, LiveRamp. “With Cross-Media Intelligence, retail media advertisers can measure more precisely, cut wasted spend, and deliver stronger proof of incremental sales.”
PepsiCo becomes an early pilot partner for the technology. The company uses it to measure media incremental lift through different channels. Moreover, the technology helps simplify the reporting process for the ad team. In addition, it helps with making quicker decisions regarding optimization. This launch comes after the recent launch of on-site incrementality for Albertsons Media Collective.
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News Source: Businesswire.com
