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Earlier this year, The Walt Disney Co. announced a partnership with Kroger that would enable brands to more accurately target streaming audiences using first-party shopper data. And according to Brown, it鈥檚 achieved 鈥渋ncredible results鈥� so far. Other examples of recent retailer/media partnerships include Albertsons Companies and Omnicom Media Group; Dollar General and Meta; and Lowe鈥檚 and Yahoo.

Three-quarters of major US retailers now accept near-field communication (NFC) payments such as Apple Pay, per PYMNTS.com, with major holdouts like Kroger finally embracing the tech. QR codes and less expensive point-of-sale (POS) technology are driving small business acceptance as well.

Yeah, I'm excited to see what happens with the Albertsons Kroger merger as well and how that changes things or does not. Carina, have you ever been to a Kroger? Carina Perkins:. No. Sara Lebow:. Blake, have you? You're a northeasterner. Blake Droesch:. No, but I went to college in California, so I would shop at Ralphs, which is a Kroger brand. So I don't know if that counts.

Amazon鈥檚 formidable brick-and-mortar competitors like Walmart, Target, and Kroger boast sizable physical store footprints that can reach 100 million shoppers a month. Amazon Fresh, its full-scale grocery stores featuring national brands, has paused expansion efforts to retool operations, thereby delaying its ability to close the gap with the competition.

Other retailers are getting there through partnerships, notably Walmart with The Trade Desk and The Kroger Co. with Roku. As these ventures continue to bear fruit, retail media networks will be on the receiving end of the flow of dollars from traditional to CTV鈥攁 trend that鈥檚 been playing out over years and shows no sign of abating.

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. Retail media's play with marketplaces. Retail media will continue to be the fastest-growing segment of digital advertising in the coming years.

With Amazon holding a dominant 77% retail media market share in the US, Albertsons, which has agreed to be bought by Kroger, is undoubtedly playing catch-up. Retail media networks are increasingly using shopper data for off-site campaigns on platforms like TikTok and connected TV, with programmatic buying becoming a key area of interest.

Walmart, Target, and The Kroger Co. all boast strong omnichannel networks. Each of these leading retailers has a monthly audience reach in the tens of millions or hundreds of millions across digital and in-store channels. Walmart鈥檚 in-store audience is almost as big as Amazon鈥檚 seemingly untouchable online audience.

It accounts for over one in four dollars that US consumers spend on groceries, which far outpaces its next-closest rival, Kroger. That strong position is helping it grow its retail media business. Our US digital ad revenue forecast expects Walmart鈥檚 advertising revenues to grow 40.4% this year, outpacing the rate of every other large company.

Look to The Kroger Co. or Walgreens for examples of what that can look like. 3. Advertisers are feeling overwhelmed by the number of potential RMN partners. The stat: 57% of US advertisers say they鈥檙e willing to work with a maximum of four retail data partners, according to The Trade Desk Intelligence. The same percentage say they prioritize working with the biggest and/or most relevant RMNs.

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.

Retail media and CTV partnerships are also worth keeping an eye on, as partnerships like the one between The Kroger Co. and The Walt Disney Co. or Walmart and Roku allow for an unlock of first-party retailer data on CTV, which will be a $29.29 billion ad channel next year, according to our forecast. 鈥淚'm curious to see if there's any news on the retail media CTV front.

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.

In order to set themselves apart from the competition, we predict that some RMNs will follow in The Kroger Co.鈥檚 footsteps and build out their self-service platforms for advertiser clients.

What鈥檚 going on: A survey by Kroger-owned 84.51掳 found that 27% of consumers are more loyal to their preferred brand than last year. However, only 5% define loyalty as exclusively buying a single brand and 26% say that while they have a 鈥減referred鈥� brand they鈥檙e willing to try something else.

Amazon and Walmart Connect are the two biggest players, according to data from the Association of National Advertisers, but Target, Kroger, and Instacart are not too far behind. That means advertisers have options. Lipsman says as long as supply outpaces demand, cost per click will stay low, 鈥渂ut it may be safer to invest in still-maturing platforms.鈥�. Affordable grocers are thriving.

But D2C healthcare and pharma brands may find some success partnering with Best Buy, CVS Health, Kroger, or Walmart to break through the noise in other channels. This article originally appeared in Insider Intelligence's Digital Health Briefing鈥攁 daily recap of top stories reshaping the healthcare industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily. Are you a client?

鈥淎mazon, Walmart, Target, and Kroger 鈥� everyone across this entire booming retail media space is posting incredibly strong advertising numbers. That is really driving so much of the incremental growth across our digital ad spend forecast,鈥� our analyst Peter Newman said on an episode of the 鈥淏ehind the Numbers: The Daily鈥� podcast.

But in that case, there's probably going to be continued high scrutiny of the mergers, like the Kroger-Albertson's deal, which I think is pretty unlikely to actually happen if she takes office, and the Mars-Kellanova deal as well, because those deals likely would lead to higher grocery prices. Marcus Johnson (20:56):. Well, that's all we've got time for for today's episode.

Kroger Health. Merritt Hawkins. Morgan Stanley. Morning Consult. National Institutes of Health (NIH). Oak Street Health. PatientPop. Surescripts. The Commonwealth Fund. The New England Journal of Medicine. VillageMD. Walgreens. Walmart Health.

Okay, so we have Kroger. Real quick putting both of you on the spot, will the Kroger/Albertson's deal go through this year? Jeremy Goldman:. No. I was on the podcast I don't know how many months ago. Sara Lebow:. Yeah, you were. Jeremy Goldman:. I'm saying no. I still say now. Zak Stambor:. Well, since you put me on the spot, I'm going to say yes but I have not a really great handle on it.

Kroger Precision Marketing moved its self-service retail media ad platform in-house last year. Walmart Connect announced self-service inventory for its TV wall and for smaller advertisers in April. Lack of self-serve programmatic tools is US advertisers鈥� No. 3 challenge involved in using retail media networks (RMNs), according to a May 2023 study from The Trade Desk.

Third-party cookies are in our rear-view mirror,鈥� said Cara Pratt, senior vice president at Kroger Precision Marketing. 鈥淢arketers should take this extra time as a cue to proactively adapt.

A piece of the pie: From Walmart to The Kroger Co. to even Dollar General, everyone wants to capture a share of growing healthcare spend. US prescription drug sales alone will total $620.27 billion this year, according to our forecast. Meanwhile, US telehealth users will grow 5.1% this year to reach 105.1 million.

For Kroger Precision Marketing, personalizing ads looks like adjusting copy and imagery based on whether an ad is targeting pet owners, eco-friendly shoppers, or health-conscious consumers. Generative AI can be used to adjust campaigns based on contextual data like location. For example, the same ad for beer could be adjusted from one state to another to feature a different football team鈥檚 fans.