What Albertsons Media Collective does

Albertsons Media Collective is the retail media network division of Albertsons Companies, Inc. (NYSE: ACI), a major US food and drug retailer operating 2,244 grocery locations across 35 states under more than 22 banners including Albertsons, Safeway, Vons, Jewel-Osco, and ACME. The unit sells advertising inventory and media capabilities to consumer packaged goods (CPG) brands and their agencies, offering placements across six core channels: onsite digital (eCommerce sites and loyalty app), in-store (digital displays, audio, shelf signage, and sampling), digital out-of-home (120,000 screens near stores), social and creator content (Meta and Pinterest), connected TV and Collective TV, and multi-brand experiential campaigns.

The platform is built on a first-party shopper data asset derived from 51+ million loyalty members and 36+ million weekly customers, organized into 2,800+ audience segments. Core technology components include AI-powered conversational search integrated with Criteo, off-site 'Add-It' click-to-cart technology, an in-store digital display network powered by STRATACACHE, closed-loop measurement via clean-room integrations with NBCUniversal and LiveRamp, and proprietary incrementality measurement using matched-market frameworks with approximately 60 control variables for store-level matching. The unit has also launched a 52-week Lifetime Value measurement framework and an industry-first branded entertainment model ('Rico's Tacos') co-developed with Procter & Gamble.

Revenue is generated through advertising sales to CPG brands and agencies using CPM, CPC, CPL, and CPA pricing under standard IAB terms. Go-to-market is sales-led and enterprise-focused, combining direct sales engagement with a dedicated team, agency partnerships, event presence at IAB NewFronts, Cannes Lions, and Groceryshop, and a self-serve Client Hub portal for mid-market buyers. Albertsons Media Collective is not a separately reported segment within the publicly traded parent, so its revenue is not directly disclosed in ACI's financial filings.

Name

Albertsons Media Collective

Legal name

Albertsons Companies, Inc.

Website

https://albertsonsmediacollective.com

Company type

Public

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Albertsons Media Collective is the retail media arm of Albertsons Companies, Inc., selling onsite, in-store, digital out-of-home, social, and connected TV advertising to CPG brands and agencies using first-party data from 51+ million loyalty members across 2,244 grocery locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Retail Media Advertising: The company generates revenue by offering advertising solutions to CPG brands and advertisers. Offerings include onsite display ads, sponsored products, in-store digital screens, digital out-of-home, social & creator content, offsite display, collective TV, and branded entertainment. Revenue is generated through CPM, CPC, and other digital advertising pricing models.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Albertsons Media Collective is the retail media network of Albertsons Companies, Inc., selling data-driven advertising to CPG brands and agencies across onsite (eCommerce site and loyalty app), in-store (digital screens, audio, signage, sampling), digital out-of-home (120,000 screens near stores), social/creator (Meta, Pinterest), offsite display and Connected TV, and multi-brand experience campaigns. The network monetizes first-party purchase, loyalty, and behavioral data from 51+ million loyalty members and 36+ million weekly shoppers, paired with measurable incrementality frameworks, to deliver closed-loop targeting, activation, and sales measurement for advertisers.

Product overview

Albertsons Media Collective operates as a full-funnel retail media platform with six core offerings: Onsite Advertising (eCommerce website and loyalty app), In-Store Media (audio, signage, sampling), Digital Out-of-Home (120,000 screens near stores), Social & Creator Content (Meta, Pinterest), Offsite Display & Collective TV (CTV, DV360), and Multi-Brand Experiences. Supporting capabilities include branded entertainment ('Rico's Tacos' with P&G), Add-It click-to-cart technology, incrementality measurement solutions (in-store and onsite), and Lifetime Value measurement. The platform reaches known shoppers across 2,244+ locations with 36+ million weekly customers and 51+ million loyalty members, offering 2,800+ audience segments.

Differentiator

Problem solved

Functional benefit

Brands

• Collective TV: Connected TV advertising solution targeting verified Albertsons shoppers across streaming platforms
• Rico's Tacos
• Add-It

Products and services

• Onsite Advertising Onsite advertising placements on the Albertsons eCommerce website and loyalty app, including sponsored product ads, category icons, shoppable recipes, custom landing pages, display ads, brand spotlights, video ads, and promotional offers. Designed for CPG brands and agencies seeking to reach consumers actively shopping and building baskets.
• In-Store Media In-store advertising combining audio (Stingray), digital displays, shelf signage (Neptune Retail Solutions), and sampling (Advantage), reaching 543 million annual customer trips across 2,200+ stores. Built to influence shoppers at shelf with digital targeting layered onto physical retail presence.
• Digital Out-of-Home Advertising DOOH advertising across approximately 120,000 digital screens near Albertsons store locations, with first-party audience data targeting, real-time price and item triggers, weather triggers, and sales-driven optimizations to inspire action close to stores.
• Social & Creator Content Paid social and creator content on Meta (Facebook, Instagram) and Pinterest, powered by Albertsons first-party audience data, closed-loop measurement through LiveRamp, and creator partnerships to inspire audiences during planning and purchase moments.
• Offsite Display & Collective TV Offsite display advertising across streaming, digital video, and linear TV including Connected TV, with DV360 and The Trade Desk integrations, Collective TV for verified Albertsons-shopper targeting, and SKU-level closed-loop measurement.
• Multi-Brand Experiences Multi-touch, omnichannel multi-brand campaign solution for key seasons, holidays, and events, including seasonal and holiday campaigns, licensed programs, and recipe bundles that aggregate multiple advertisers into standalone programming.
• Rico's Tacos Branded Entertainment Series An insight-driven scripted drama miniseries ('Rico's Tacos') co-developed with Procter & Gamble, where Albertsons shopper intelligence shapes narrative, characters, and product placement from the outset rather than being applied post-production. Distributed across YouTube, social media, and in-store Albertsons platforms.
• Add-It Click-to-Cart Technology Off-site click-to-cart technology that lets shoppers add products, recipes, coupons, and offers directly to their Albertsons digital cart from off-site display and product listing ads without leaving the current page. Designed for CPG brands to drive direct response from off-site media.
• In-Store Incrementality Measurement Matched-market incrementality measurement that quantifies the true causal lift from in-store advertising by comparing test stores exposed to ads against unexposed control stores, using nearly 60 variables for store-level matching. Provides advertisers with transparent causal proof of in-store media ROI.
• Onsite Incrementality Measurement Onsite incrementality measurement that helps advertisers determine whether onsite retail media investments generate new demand or merely capture existing sales, delivering transparent, matched-market iROAS figures (e.g., $7.45 for S. Martinelli & Co.).
• Lifetime Value (LTV) Measurement Framework A 52-week customer Lifetime Value (LTV) measurement framework that segments new-to-brand, reactivated, and existing buyers to assess the long-term incremental impact of retail media campaigns beyond short-term ROAS.

Quantifiable outcome

• $7.45 iROAS achieved by Martinelli's holiday campaign with 65% new-to-brand buyers
• +5 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability11 records

Feature6 records

Partnerships

13 partnerships are on record, tiered core, flagship, major and minor.

• CriteocoreTechnology or Integration · 23 June 2026Integration bringing sponsored product discovery into Albertsons' AI-powered conversational search experience. Enables brands to advertise within AI-driven shopping conversations, surfacing sponsored products within conversational carousels during meal planning and basket building. Albertsons is Criteo's first retailer to introduce sponsored products into an AI-powered shopping assistant.
• Procter & GambleflagshipStrategic or Co-development Partner · 17 June 2026Industry-first branded entertainment initiative co-developing 'Rico's Tacos' scripted miniseries. Uses shopper intelligence to inform creative development from the outset. Series filmed in Albertsons stores with real associates, distributed across YouTube, social, and in-store platforms.
• STRATACACHEcoreTechnology or Integration · 25 July 2025Technology partnership powering targeted advertising on digital screens at point-of-purchase locations throughout select stores. Launched in-store digital display network at Cannes Lions International Festival.
• Google/YouTubecoreTechnology or IntegrationPartnership integrating first-party shopper data from 36+ million weekly shoppers into Google and YouTube advertising campaigns. Provides SKU-level sales reporting through Display & Video 360 platform. Enables targeting of high-intent audiences with closed-loop measurement.
• LiveRampcoreTechnology or IntegrationPartnership for data collaboration platform enabling secure, privacy-conscious sharing of consumer data. Albertsons Media Collective piloting LiveRamp Agent Builders program with Newton Research's AI agent for cross-media analytics. Also enables closed-loop measurement connecting Meta campaigns with sales data.
• NBCUniversalmajorStrategic or Co-development PartnerPartnership offering closed-loop measurement linking connected TV advertising exposure to retail outcomes. Clean room technology connects NBCU's CTV ad exposures with Albertsons' transaction data. Pilot with Chobani demonstrated measurable results.
• Ovative GroupmajorImplementation/ SI/ Consulting PartnerResearch partnership to evaluate retail media measurement methodologies. Joint study with Northwestern University Kellogg School of Management found iROAS can vary by 6.5x depending on methodology.
• Northwestern University Kellogg School of ManagementmajorImplementation/ SI/ Consulting PartnerAcademic research partnership conducting study on retail media measurement methodologies. Published research on importance of consistent incrementality measurement practices.
• MinivelamajorStrategic or Co-development PartnerContent studio partner co-producing 'Rico's Tacos' branded miniseries. Created mobile-first short-form drama content filmed in Albertsons stores.
• Brilla MediamajorStrategic or Co-development PartnerProduction partner for 'Rico's Tacos' miniseries co-created with P&G and distributed across Albertsons platforms.
• The Trade DeskmajorTechnology or IntegrationPartnership bringing verified-buyer audience and measurement solutions to The Trade Desk platform, helping advertisers understand connection between CTV campaigns and customer sales.
• AdvantageminorChannel Partner/ Reseller/ DistributorIn-store sampling partner enabling direct product sampling experiences for shoppers to drive trial and long-term loyalty.
• PerionmajorTechnology or IntegrationDigital Out-of-Home technology partner enabling dynamic, localized creative on screens near Albertsons store locations with real-time pricing and product availability.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Others

• The Trade Desk: Independent programmatic DSP and strategic technology partner of Albertsons Media Collective for Collective TV/CTV buying. Not a direct competitor in onsite or in-store retail media, but competing for the same CPG offsite ad dollars and increasingly relevant as CTV and DOOH converge with retail media.

Direct peers

• Walmart Connect: Walmart's retail media network and the largest US competitor by shopper reach. Operates the same full-funnel (onsite, in-store, offsite, CTV, DOOH) model AMC uses, but at substantially greater scale (Walmart's 4,600+ US stores and 90%+ US household penetration).
• Kroger Precision Marketing: Kroger's retail media network, the most directly comparable grocery-focused competitor — both monetize first-party shopper data from loyalty members across owned banner stores to CPG advertisers via onsite, offsite, and in-store media. Direct overlap in customer base (P&G, General Mills, Kraft Heinz, Mondelez) and measurement positioning.
• CVS Media Exchange (CMX): CVS Health's retail media network monetizing first-party data across 9,000+ pharmacy locations. Same CPG advertiser base and full-funnel model (onsite, offsite, in-store, measurement), with the added dimension of health/pharmacy data assets that complements but does not overlap AMC's grocery focus.
• Instacart Ads: Retailer-agnostic grocery retail media network monetizing CPG advertising across 1,800+ retail banners in the US. Same advertiser base as AMC (P&G, PepsiCo, Kraft Heinz, etc.), with the added advantage of cross-banner scale and a public-market valuation reference (Maplebear/Instacart).
• Ahold Delhaize USA Retail Media: Retail media operation across Stop & Shop, Food Lion, Giant Food, and Hannaford — banner-store retail media network with the same CPG advertiser base and grocery loyalty-data monetization model as Albertsons Media Collective.
• Target Roundel: Target's retail media business, leveraging first-party data from Target Circle loyalty members to monetize CPG ad budgets across onsite, offsite, and in-store. Directly comparable business model with overlapping advertiser overlap (P&G, Unilever, etc.).

Emerging players

• Criteo: Commerce media platform that both powers AMC's AI conversational search integration (Criteo's first retailer for sponsored products in AI shopping) and competes with AMC in retail media commerce and offsite retargeting. Closely entwined via partnership but operates its own retailer-facing retail media business across 4,000+ global retailers.

Broad incumbents

• Amazon Advertising: The largest digital advertising platform globally, including grocery and CPG monetization through Whole Foods and Amazon Fresh. Differentiates from AMC by enormous scale, owned DSP (Amazon DSP), and connected commerce, but competes head-to-head for the same CPG advertiser budgets across onsite, offsite, and CTV.

Regional players

• Dollar General Media Network: Retail media network monetizing first-party data across 20,000+ Dollar General stores with growing CPG advertiser roster. Operates with similar onsite/offsite/in-store model but with a value-channel positioning that overlaps more on the lower-income shopper segment than on Albertsons' banner mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/albertsons-media-collective

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Albertsons Media Collective