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Retailers including Walmart, Home Depot, and Albertsons have recently opened up their retail media networks to non-endemic advertisers, recognizing the way it expands revenue opportunities. The growing importance of first-party data positions retailers well to capture shifting ad dollars amid the loss of legacy identifiers.

Kroger announced plans to buy Albertsons in a deal that values the company at $24.6 billion. The combined company would have significant purchasing power to help it compete with Walmart, which accounts for 21.3% of US grocery sales, per Numerator. Kroger accounts for 10.2% and Albertsons 5.8%.

Albertsons Media Collective released a preliminary framework to standardize specifications, methodologies, terminology, and disclosures across RMNs. The first version of this framework concentrates on four areas: product characteristics, performance measurement, third-party verification, and capabilities.

Vibenomics and Stingray say their combined network, which includes Kroger, Albertsons, CVS, and Rite Aid, will give advertisers access to over 800 million monthly shoppers. With most sales coming from brick-and-mortar channels, in-store retail media allows advertisers to grow awareness and reach consumers at or close to the point of purchase.

How Sam鈥檚 Club, Kroger, Albertsons, and Instacart are evolving their retail media networks. Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers. More Chart of the Day:. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads.

Albertsons Companies/The Kroger Co.: We combined these companies on last year鈥檚 list due to their possible merger, but the potential 5,000-store physical retail footprint of the combined companies hasn鈥檛 come to fruition yet (and may never). Albertsons announced partnerships early this year with Criteo and Capgemini for media planning and content creation.

Even as the IAB, the MRC, and Albertsons Companies propose standardization, the measurement that will actually achieve mass adoption doesn鈥檛 exist yet, our analyst Max Willens predicted. 鈥淚 think that this is something that鈥檚 a ways away, and being the first to sort of posit something often does not confer much advantage,鈥� said Willens. How will retailers know when the right standard has arrived?

Pinterest has an agreement with LiveRamp and 础濒产别谤迟蝉辞苍蝉.鈥�. These partnerships enhance closed-loop measurement. Brands 鈥渨ant to understand if those ads not only drove great engagement and traffic, but also ultimately conversion,鈥� said Melanie Zimmermann, vice president and head of Macy鈥檚 Media Network.

Albertsons Companies is in business with Omnicom Media Group. Walmart is working with Roku, TikTok, and Snap. And Amazon is working with, well, Amazon to match retail media鈥檚 high-quality data with CTV鈥檚 top-of-funnel potential. It makes sense: CTV is the fastest-growing major ad format in the US this year. But it鈥檚 not the biggest retail media player.

Albertsons implements shoppable recipes. The latest: Albertsons has integrated Chicory鈥檚 shoppable recipe technology into its retail media network, enabling customers to purchase items directly from the recipes they are browsing.

Several groups, including the Interactive Advertising Bureau and Albertsons Media Collective, have proposed standardization guidelines, but widespread adoption is likely a ways away. What this means for retailers: The biggest RMNs don鈥檛 have a ton of incentive to standardize.

Albertsons has piloted shoppable Facebook and Instagram video ads with Meta. The Fresh Market has created an entire retail media network to experiment with shoppable video, partnering with Firework on shoppable live commerce. 5. Retail media networks need to prove their worth.

Social media and connected TV (CTV) ads are also considered off-site display ads, and are supported by partnerships such as the ones between Dollar General and Meta or Albertsons Companies and Omnicom Media Group. CTV is one area where Amazon in particular has immense retail media potential through Prime Video and Freevee.

The Interactive Ad Bureau and Media Ratings Council released a set of proposed retail media standards in September, as did Albertsons Media Collective back in June. We鈥檝e written about other emerging solutions as well. What are retailer incentives for standardization? RMNs don鈥檛 have much incentive for standardization right now.

Now is the right moment for nonendemic brands to move into retail media because a lot of brands haven鈥檛 made the plunge yet, Kristi Argyilan, senior vice president of retail media at Albertsons Companies, told The Current.

Albertsons Companies/The Kroger Co.: Yes, currently these are two separate companies. But if their planned merger receives regulatory approval, it could result in a physical footprint of around 5,000 stores.

Walmart, Best Buy, Sephora, The Kroger Co., and Albertsons Companies have launched new paid memberships since 2020. Most of these memberships assume the Amazon Prime model, putting free shipping and delivery front and center. They often also offer access to exclusive products, services, and rewards programs. Despite these new offerings, the overall rate of revenue growth is decreasing.

Walmart, Best Buy, Sephora, The Kroger Co., and Albertsons Companies have launched new paid memberships since 2020. Most of these memberships assume the Amazon Prime model, putting free shipping and delivery front and center. They often also offer access to exclusive products, services, and rewards programs. Despite these new offerings, the overall rate of revenue growth is decreasing.

鈥淲e talk about Albertsons Media Collective as being a co-op garden. If you鈥檙e a part of it, if you鈥檙e investing, you can come into the garden and understand, in a very safe, privacy-compliant way, the ultimate performance of your campaigns.鈥�. 4. It enables retail media networks to focus on value.

Better together: While the Kroger-Albertsons deal still hangs in the balance, neither company has been shy in admitting the ultimate goal of the merger: retail media dominance. Together, the combined footprint of the companies would create one of the largest in-store media channels in the US with a reach of 85 million households, giving it an edge over Amazon, Instacart, and even Walmart.

By combining their footprints, Kroger and Albertsons would create one of the largest in-store media channels in the US. Those stores give it an advantage over Amazon and Instacart, whose retail media networks are primarily digital, and Walmart, which lacks high-quality first-party data from in-store shoppers. Our take: The US retail clinic population is rising.

The data clean room, developed with LiveRamp, launched early last year with Albertsons as its first retailer partner. Wayfair also announced it would trial Pinterest鈥檚 clean room solution.

Customers also benefit from ads that are targeting them effectively, said Evan Hovorka, vice president of product and innovation at Albertsons Media Collective. Hovorka emphasized that a decline in ad effectiveness can also hurt customer relationships. Issues related to privacy and standardization persist.

While Walmart鈥檚 US grocery ecommerce sales only represent 15.5% of the company鈥檚 total grocery sales, they will grow by double digits this year, reaching $39.91 billion and outpacing Albertsons Companies ($5.47 billion), Amazon ($35.46 billion), Target ($7.72 billion), and The Kroger Co. ($15.85 billion).