Albertsons Companies seeks to standardize how retail media networks operate.
Albertsons Media Collective, the retail media arm initially launched by the grocer to deliver branded ad content to its shoppers in November 2021, is sharing a preliminary framework to standardize specifications, methodologies, terminology and disclosures across retail media networks.
The first version of the framework introduced by Albertsons Media Collective concentrates on four areas: product characteristics, performance measurement, third-party verification and capabilities. Retail media networks provide retailers’ brand partners with direct promotional access to shopper. Typically, the networks deliver targeted ads to segmented consumers via channels such as in-store digital displays, as well as online advertisements and connected TV. They emerged from the grocery sector, which remains the primary vertical where retail media networks are found.Chain Store Age