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Albertsons, as part of a pilot test for its non-endemic program in partnership with Rokt, ran ads on customers鈥� online checkout page featuring a free month of Hulu. Universal Pictures took over the Lyft app to promote its movie 鈥淭rolls Band Together.鈥� Rather than the usual car animation on the app, riders saw characters from the movie arriving to pick them up.

Key clients: Omni Hotels & Resorts, Albertsons Media Collective, Pinterest, Sam鈥檚 Club, Synchrony. Experiential marketing. Brands will invest over $8 billion in sponsored content on social media this year. Many are tapping creators for experiential marketing efforts, including in-store appearances and digital out-of-home (DOOH) campaigns.

In addition to a proposed ban on price gouging, the vice president said she would require greater scrutiny of mergers like Kroger-Albertsons and Mars-Kellanova that could result in higher grocery prices. Companies like Amazon would also likely face continued scrutiny over their business practices.

And number 10, Albertsons, for launching a new API that helps brands advertisers with measurement. (13:33):. Okay, now it's time for our second half where Rachel and Zak get to tell us where we went wrong. Each of them will have a chance to move a brand up or down on our rankings list and to add a new company entirely. So Zak, make a move. Zak Stambor (13:49):. Yeah, I'm going to move TJ Maxx.

Meanwhile, Albertsons Media Collective launched a platform that simplifies shoppable media ad buys, among other things. Our take: Shoppable media is evolving TV from an awareness tool into a powerful driver of sales, offering brands new interactive retail opportunities as consumers become more willing to spend.

In addition to a proposed ban on price gouging, the Vice President said she would heighten scrutiny of mergers like Kroger-Albertsons and Mars-Kellanova that could result in higher grocery prices.

Lack of standardization is also holding back investment鈥攚hich is why players like Kroger and Albertsons, as well as trade groups like the Interactive Advertising Bureau, are pushing for industrywide standards that would make it easier for brands to measure the impact of their spending. Yes but: Despite their doubts, advertisers continue plowing money into retail media.

Amazon has offered non-endemic RMN advertising since October 2022, paving the way for The Home Depot, Walmart, and Albertsons to add non-endemic offerings this year. RMNs need to keep growing. The best RMNs will still have trouble scaling if they don鈥檛 open up their inventory to new potential ad buyers. Small, midsize, and specialty retailers need to find ways to stay competitive.

It will roll out at Albertsons later this month. Know your audience: Lunchly鈥檚 website features an 鈥淯s vs Them鈥� section that snarkily portrays its packaging, flavor, and electrolyte contents as superior to Lunchables, which it refers to as 鈥渕id.鈥� The product is aimed squarely at the same elementary school consumers who make up a significant chunk of Feastables and Prime鈥檚 core base.

That strategy is why the grocer is so keen to acquire Albertsons. The deal would not only give Kroger more power to negotiate with suppliers and (in theory) deliver lower prices for shoppers, but also create a much larger retail media network with a reach of roughly 85 million households鈥攏ot to mention access to a huge trove of customer data.

Our take: While Amazon Fresh is making a significant push to appeal to shoppers鈥� price sensitivities, its limited store footprint puts it at a disadvantage compared with Walmart and pure-play grocers like Kroger and Albertsons, which can use their vast store and warehouse networks to offer speedy delivery as well as fulfillment options like click-and-collect.

The Trade Desk has also forged partnerships with retail media forces like CVS and Albertsons, giving it a hand in some of the most-contested sectors in digital advertising. Why it matters: The Trade Desk鈥檚 move is seen by some as an attempt to preempt signal loss on CTVs that has occurred in other, long-established digital ad channels.

The Trade Desk has signed deals to power retail media networks like that of CVS as well as Albertsons. A new company platform, Kokai, is helping advertisers deploy data more effectively, improving incremental reach by 70% and cost per acquisition by 27%. Green also said the company is capitalizing on the shift away from "cheap reach" strategies, often associated with walled gardens.

Albertsons expands its reach with Rokt. While its Kroger merger is still on hold, Albertsons is making other moves through a partnership with Rokt, an AI-based personalization tech that will allow non-endemic advertisers to target Albertsons consumers.

Big partners: CMX, Albertsons Media Collective, Macy鈥檚, Instacart. TripleLift. Through its partnership with Amazon, TripleLift functions like an SSP, turning product copy and creative into ads that can run as display ads on other publishers鈥� sites.

Number four, Albertsons for partnering with Rocked. Becky, why is this important? Becky Schilling (07:06):. Yeah, so it's all about retAIl media for Albertsons this month. That's what we put them on the list for. You mentioned the partnership with Rocked. They are doing that to introduce non-endemic ads to its retAIl media network and they are also launching the Albertsons Media Collective tv.

In fact, growing that revenue stream is one of the key rationales of its merger with Albertsons (a fact we discussed in-depth on a Reimagining Retail episode last November). Kroger aims to propel further growth by bringing its self-service retail media ad platform in-house. A combined Kroger-Albertsons would have valuable first-party data on about 85 million consumers.

Albertsons Companies and Omnicom Media Group. Albertsons is also targeting CTV with its partnership with Omnicom Media Group. By combining their data, the two companies are enabling brands to purchase CTV advertising directly from within The Trade Desk and measure the ROI from their ad buys. Why it matters: The AI opportunities.

For Albertsons, video can be used as both an in-store and online tool to help customers find inspiration or discover new products.