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Interestingly, traditional retailers like Albertsons and Publix saw more foot traffic than discount retailers like Lidl, Aldi, and Trader Joe鈥檚鈥攁 sign that food costs are easing? Or are consumers resorting to familiar favorites for the holidays? Wrapped up in a bow: If this past weekend is any indication, a healthy holiday shopping season is ahead of us, especially if retailers keep up the deals.

Recent retail media roundup: The latest from Albertsons, Microsoft, and Instacart. Retail media grows its share of total US ad spend, but isn鈥檛 overtaking social just yet. Note: All numbers are eMarketer estimates.

How Casper, Albertsons, and Nike gamify the customer journey. More Chart of the Day:. 8/23 - Programmatic OOH watch. 8/22 - Gen Z鈥檚 social motivators. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups.

Brands can tap into audiences from major retail media networks, such as Carrefour and Albertsons. Pinterest, with over 465 million monthly users, offers a prime platform for advertisers, especially as users actively seek brand inspirations. Our take: The evolving economic landscape necessitates that every marketing dollar be addressable and measurable.

Other examples of recent retailer/media partnerships include Albertsons Companies and Omnicom Media Group; Dollar General and Meta; and Lowe鈥檚 and Yahoo. Walmart has partnered with both streamers and social media platforms, teaming up with Roku, TikTok, and Snap on several different initiatives.

Albertsons Media Collective published the white paper Transforming Retail Media Through Standardization to call for standardization around common principles for retail media measurement, including industry-accepted approaches to ad viewability and verification, and transparency in attribution windows and incrementality measurement.

In other news: There鈥檚 another big reason all eyes are on Kroger this year: its anticipated (and much-contested) merger with Albertsons Companies. Last week, the chains announced they would divest 250 to 300 stores in an effort to ease antitrust concerns. But that may not be good enough for regulators or the growing number of consumers seeking to stop the deal. 2. Tiffany & Co.

In January, Pinterest and LiveRamp announced they were piloting a clean room solution for advertisers, starting with the grocer Albertsons. In June, they nabbed a second advertiser in the form of furniture etailer Wayfair.

With the proposed Albertsons Companies merger promising industry-leading scale, brands will take notice. Off-site retail media ad spend growth will more than double on-site. Onsite search has propelled the rise of retail media, but its future is increasingly tied to display, video, and CTV ads outside of ecommerce sites.

So Albertsons doesn't want the same exact videos that are going to be playing in Kroger. Max Willens:. Or on the New York Times' website or on BuzzFeed. That's what they don't want. Sara Lebow:. Yeah. I mean, related to what you were saying before, Max, we have omnichannel retail media ad spend in the US at 45 billion this year.

Following the lead of Snapchat (which partnered with The Kroger Co.), Pinterest (which partnered with Albertsons Companies), and TikTok (which partnered with Walmart Connect), Meta announced in late March that it would allow RMNs to extend their reach into its walled gardens, using Managed Partner Ads. And Pinterest has let Amazon into its garden.

The rise of in-store retail media will prove that the physical store is the next major media channel for brands.

Obviously there's a lot up in the air right now with the merger with Albertsons, and regardless of if that ends up going through, they will be able to expand their footprint and facilitate more click and collect, which is always a sure bet if you're a grocery retailer that's already operating with a wide brick and mortar footprint, it gives you a big advantage.

If you're going through Instacart to buy something at an Albertsons, that's for ease. You'd probably buy then your groceries at Albertsons rather than resorting to Costco for that. Zak, can you give us our final thing that Costco could do to get naysayers to come back? Zak Stambor:. Yeah, just navigation. And I think this goes both for the in-store experience, but also the online experience.

It was around the time of the Albertsons Kroger merger news. I predicted that Walmart would buy Roku and they would buy Roku to really make a play, a big play into CTV, and that's what Walmart is doing here and they're doing it with a value oriented play. It's probably about a quarter of what they would have to spend to buy Roku. Becky Schilling:. Yeah. And it makes sense, right?

I love going grocery shopping and shopping at Whole Foods as opposed to my neighborhood Albertson Store, which is JUUL because I can grab a beer, I can walk around, I can get samples. If I'm hungry, I can grab a slice of pizza or something else.

It's why the Albertsons-Kroger move isn't getting approved necessarily at least. It's contentious right now. The more competition there is in groceries, it's basics, the better value consumers will have. Sara Lebow:. Okay. So we've accepted those moves. We've moved Target down to number four and we've moved Aldi up from number six to number three. Okay. Now let's do some wild cards.