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The other companies cracking the top five鈥擟ostco Wholesale, The Kroger Co., and The Home Depot鈥攁ll benefit from in-store sales. As in-store retail media takes off, those businesses will be at an advantage. Use this chart:. Budget retail media ad spend. Evaluate wholesale retail strategy. Weigh in-store versus ecommerce. More like this:.

Go further: Listen to our podcast 鈥淩eimagining Retail: What the Kroger-Albertsons merger means for the future of retail media networks鈥� to learn more about how and why the deal came about.

On one hand, a retailer like Kroger can use its first-party data to offer shoppers more personalized offers and lean into private labels. Last year, it introduced a Hispanic-inspired private label, Kroger Mercado, and this year it expects to launch more than 800 new products. On the other hand, some pandemic-era winners such as HelloFresh are struggling.

Most crucially, Amazon Prime Video reported it will introduce ads in 2024, Walmart and NBCU announced a partnership, Roku inked a deal with Best Buy, and Kroger linked up with Disney. CTV ad spending will be nearly twice what we expected for 2025.

Walmart is the largest retailer to rapidly scale its third-party sales platform, but a slew of others including Macy鈥檚, Kohl鈥檚, The Kroger Co., J.Crew, Michaels, and Lands鈥� End are leaning into the channel with varied approaches. Amazon鈥檚 powerful flywheel is the reason it will maintain its massive marketplace lead.

The Kroger Co. and The Walt Disney Co. Last week, Kroger teamed up with Disney Advertising to help brands target audiences via streaming media. The partnership will launch with a beta test on Hulu鈥檚 streaming content and with PepsiCo as its first advertiser before the program rolls out to the general market in the second half of 2023. Why it matters: Hulu鈥檚 connected TV (CTV) dominance.

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%.

Large retailers like Amazon and The Kroger Co. have become their own data companies. Their owned retail media networks (RMNs) use consumers鈥� first-party data to target, deliver, and measure ad campaigns for brand partners, often incurring a significant cost. A case for RMNs in a cookieless world. Purchase data is the key to connecting marketing outputs to marketing outcomes.

While retail media won鈥檛 get all of those dollars, the steady flow of CPG ad budgets to retailers like Walmart and Kroger is giving suppliers more negotiating room during price talks. Brand spending on retailers鈥� websites and in stores offers leverage when negotiating prices with suppliers, a spokesperson for Belgian supermarket Colruyt told Reuters.

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.

Pacvue already works with several major retailers, including Kroger, Sam鈥檚 Club, and DoorDash, and handles over $150 million in gross merchandise value. But its new strategy speaks to both the level of competition from players like The Trade Desk and Publicis Groupe鈥檚 CitrusAd, as well as the need for a streamlined approach to retail media and ecommerce.

For example, Kroger is testing a smart shopping cart鈥攕imilar to Amazon鈥檚 Dash Cart鈥攖hat uses cameras and sensors to track what customers put in it, eliminating the need for shoppers to wait on a checkout line. Other retailers, like Nordstrom, are looking to outfit associates with smartphones capable of accepting payments so shoppers can check out anywhere in the store.

Kroger expects its RMN to grow by at least 20% this year, said CEO Rodney McMullen on an earnings call. Instacart: The grocery intermediary remains one of the largest US RMNs. Instacart鈥檚 US retail media ad revenues will hit $1.01 billion this year, up 16.1% from $0.87 billion in 2023.

Kroger continues to invest in its hub-and-spoke network through a partnership with UK grocery tech company Ocado, which expands the reach of same-day and next-day grocery delivery. Kroger has its own fleet of delivery vans to complete some of these orders, but it also partners with services like Instacart. 7-Eleven acquired delivery startup Skipcart in August 2022.

Its share of recent digital grocery buyers is similar to Instacart鈥檚 and larger than those of leading US grocery chains like Costco Wholesale and The Kroger Co. Amazon Fresh also has a larger online audience than Whole Foods Market. The most popular method of ordering grocery products from Amazon is via the core Amazon site, using ship-to-home fulfillment.

Instacart recently inked a deal with NBCU to bring its first-party customer data to ads on the latter鈥檚 streaming content, and is trying to expand the reach of its Caper Carts鈥攚hich support in-store advertising鈥攚ith the help of grocers like SaveMart, Kroger, and Schnucks.

Okay, number four, Kroger, Ariel, give us the lowdown on Kroger for May. Arielle Feger (06:44):. So Kroger Precision Marketing, Kroger's retail media Network has partnered with Yahoo Advertising to give advertisers access to Yahoo's DSP and leveraging Kroger's first party data to reach a more targeted audience.

To cash in, retailers like Walmart, Target, and Kroger are expanding their private label lines across categories like food and beverage, household essentials, and apparel. Here are five key stats on why, where consumers are shopping for private label brands, and how retailers can benefit. 1. Private label sales are on the rise.

The news: Walmart and Kroger are reportedly interested in using FedNow to give customers an alternative to card payments, according to Payments Dive, which cited comments from the retailers鈥� representatives during a panel at the Faster Payments Council spring meeting. The Federal Reserve鈥檚 instant payment service will launch in July.

Offering a standalone grocery service could help Amazon narrow the gap, assuming it prices the membership low enough to compete with Walmart+, Instacart, Kroger, and the numerous other retailers vying for a piece of the market.

Our analysts are also watching Pinterest and Amazon (another social media platform and retailer combo), as well as The Kroger Co. and The Walt Disney Co., said our analyst Max Willens. 鈥淚 think that the interplay between [connected TV] and retail media ad spending is going to be very complex, and I鈥檓 really, really fascinated to see how it shakes out.鈥�.

The Kroger Co. and The Walt Disney Co. have an advertising deal. 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.

Kroger, Walmart, and Lowe's are among the retailers that have increased hourly wages to attract workers amid fierce competition. Others are boosting benefits. For example, Harris Teeter last week began offering paid parental leave to full-time associates.

Roku is one of the biggest players in retail media CTV advertising, partnering with The Kroger Co., Instacart, and Best Buy. The Kroger Co. also announced a partnership with The Walt Disney Co. in April. Walmart is working with NBCUniversal in a retail media partnership.

The same principle is true for grocers like Kroger and Loblaw, both of which plan to bring smart screens to 500 stores to get ads in front of the millions of consumers who shop there each week. And like Walmart, Loblaw sees an opportunity in audio advertising: The Canadian grocer will bring in-store audio ads to nearly 300 locations thanks to a newly announced partnership with Stingray Advertising.