What DG Media Network does

DG Media Network (DGMN), founded in 2018 and headquartered in Goodlettsville, Tennessee, is the retail media arm of Dollar General Corporation (NYSE: DG). The network operates across Dollar General's 20,893-store footprint spanning 48 U.S. states and Mexico, providing brands access to 100MM+ reachable shoppers, 90MM+ first-party customer profiles, and 1,400 derived audience attributes — a dataset that captures approximately 50% of customers not addressable through standard third-party demographic targets. DGMN's core proposition is reaching rural and underserved consumers that competing retail media networks concentrated in urban and suburban trade areas systematically miss.

The platform is structured around three core activation products: On-Site Solutions (digital placements on DG.com and the Dollar General app including Sponsored Product Ads, On-Site Display, DG Stories, Email Slices, Push Notifications, App Screen Takeover, Homepage Takeover, Commerce Display, and Targeted/Boosted Coupons), Off-Site Solutions (programmatic activation across YouTube, Paid Social via Meta, Display, Video/CTV, Programmatic Audio, and Digital Out-of-Home), and Self-Service via The Trade Desk (programmatic access to DG audience segments). Add-on capabilities include an AI-enabled in-store audio network powered by QSIC (expanding to 12,000 stores by Q2 2026), shelfAdz™ in-store shelf signage in partnership with Vestcom, myDG® Same Day Delivery Sponsorship across 17,000+ stores, and Recess experiential sampling. Underlying all activations is a closed-loop measurement framework providing IAB-aligned incremental return on ad spend (iROAS) connecting digital exposure to in-store sales, with documented client outcomes ranging from $2.81 to $20 iROAS.

Revenue is generated through advertising placements (on-site, off-site, in-store), first-party data monetization, measurement and analytics services, and in-store media. Pricing is quote-based with a tiered Brand Sponsorship model and dCPM auction pricing introduced on Commerce Display in 2025. Distribution combines a direct enterprise sales organization (led by Head of Ad Sales Sean Tinnelly) targeting CPG advertisers with self-service programmatic access through The Trade Desk, Criteo, Google DV360, and Meta. The customer base disclosed through case studies is concentrated in enterprise CPG — Unilever, PepsiCo, Hershey, Clorox, Georgia-Pacific, Kellanova, Shamrock Farms, Danone, Kellogg's, Energizer, InComm Payments, and Checkers & Rally's — with no SMB or long-tail customer signal.

Name

DG Media Network

Legal name

DG Media Network, LLC

Website

https://dgmedianetwork.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

DG Media Network (DGMN) is Dollar General's retail media platform, offering CPG advertisers omnichannel advertising across on-site, off-site programmatic, in-store audio, shelf signage, and same-day delivery channels, with closed-loop iROAS measurement tied to in-store sales.

Ownership category

akta.pro rank

Product category

Retail Media Network

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

Keywords

• Retail media network
• Omnichannel advertising platform
• First-party data activation
• Closed-loop measurement
• In-store digital media

Headquarters

HQ city

Goodlettsville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Retail Media Advertising: DGMN generates revenue by offering brands integrated retail media solutions across Dollar General's omnichannel ecosystem, including on-site digital advertising, off-site programmatic activation, in-store audio and signage, and sponsored content. Brands pay for media placements and campaign activation across these channels.
2. First-Party Data Monetization: DGMN monetizes Dollar General's 90+ million unique customer profiles and 1,400 audience attributes by enabling brands to target custom audiences through programmatic platforms, The Trade Desk, Google DV360, Meta, and YouTube.
3. Measurement and Analytics Services: Revenue generated from providing closed-loop reporting, incrementality measurement, and IAB-aligned sales attribution services that demonstrate the impact of media investment on in-store sales performance.
4. In-Store Media: Revenue from in-store advertising formats including audio ads (expanding to 12,000 stores by Q2 2026), shelfAdz™ signage, and digital coupons, providing brands access to the 82% of purchase decisions made in-store.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

DG Media Network is Dollar General's retail media platform that enables CPG brands and advertisers to reach 100MM+ shoppers across Dollar General's owned digital properties (DG.com and app), off-site programmatic channels, and in-store media (audio network and shelf signage). The platform offers on-site sponsored products and display, off-site programmatic activation, self-service buying through The Trade Desk, and closed-loop measurement tying media exposure directly to in-store sales.

Product overview

DG Media Network (DGMN) is Dollar General's retail media platform offering integrated omnichannel advertising solutions across owned, on-site, off-site, and in-store channels. The platform comprises three core activation products: On-Site Solutions (digital advertising on DG.com and app including Sponsored Product Ads, On-Site Display, DG Stories, Email, and App placements), Off-Site Solutions (programmatic reach across YouTube, Paid Social, Display, Video/CTV, Audio, DOOH), and Self-Service via The Trade Desk (programmatic access to DG audience segments). Add-on capabilities include AI-enabled In-Store Audio Network (QSIC-powered, expanding to 12,000 stores), shelfAdz™ in-store shelf advertising, myDG® Same Day Delivery Sponsorship, and Recess Experiential Marketing. All activations are measured through a unified Closed-Loop Reporting Dashboard delivering iROAS and sales incrementality aligned to IAB standards.

Differentiator

Problem solved

Functional benefit

Products and services

• On-Site Solutions Premium digital advertising products placed on Dollar General's owned digital properties (DG.com and app) that intercept shopper intent during active browsing. Includes Sponsored Product Ads, On-Site Display, Email Slices, Push Notifications, DG Stories, Sponsored Email, App Screen Takeover, Homepage Takeover, Commerce Display, Targeted Coupons, Boosted Coupons, and Landing Pages. Designed for CPG brands seeking to reach DG shoppers during the consideration and conversion phases of the purchase journey.
• Off-Site Solutions Programmatic advertising activation extending Dollar General's audience reach across the open internet. Includes YouTube, Paid Social (Instagram/Facebook), Mobile and Standard Display, Video and CTV, Programmatic Audio, Digital Out-of-Home, and Community Sampling. Enables CPG brands to engage DG-identified shoppers beyond Dollar General's owned properties across the full consumer journey from awareness through conversion.
• Self-Service Programmatic Platform (Trade Desk) Self-service retail media buying capability enabling advertisers to access pre-built Dollar General audience segments or custom-curated audiences for programmatic activation across Display, Video, Audio, CTV, and Digital Out-of-Home through The Trade Desk. Designed for brands and agencies that prefer self-managed programmatic execution over managed-service campaigns.
• In-Store Audio Network AI-enabled in-store audio advertising network powered by QSIC, delivering contextual, real-time audio messaging across thousands of Dollar General stores. Features AI-generated audio ads, verified delivery, and closed-loop point-of-sale measurement aligned to IAB standards. Expanding to 12,000 stores across 48 states by Q2 2026, enabling brands to reach the 82% of purchase decisions made in-store.
• shelfAdz In-Store Shelf Advertising In-store shelf advertising solution offered in partnership with Vestcom that connects full-funnel marketing campaigns to point-of-sale through item-specific, price-integrated messaging. Includes shelf tags, blades, and digital signage that link digital advertising campaigns directly to in-store conversion.
• myDG Same Day Delivery Sponsorship Delivery-focused media sponsorship enabling brands to connect with Dollar General shoppers through the myDG Same Day Delivery ecosystem. Spans on-site, off-site, and DG enterprise marketing placements. Available in 17,000+ stores as of October 2025, enabling brands to reach customers using DG's same-day delivery service.
• Recess Experiential Marketing Experiential sampling offering in partnership with Recess that enables brands to reach Dollar General customers through community-driven sampling programs in local communities where DG shoppers live and gather. Uses audience-targeting technology to execute programs in targeted communities, creating endorsement halos around trial experiences.
• Closed-Loop Reporting Dashboard Measurement platform providing closed-loop reporting and incrementality analysis across engagement metrics (viewability, impressions, CPC, CTR), dimensions (brand, dates, tactics, audience, device, geo), and sales metrics (sales lift, iROAS, transactions, conversion rate). Aligned with IAB standards including incrementality testing and market-based controls.
• Kevel and The Trade Desk Unified Activation Platform Unified retail media infrastructure combining Dollar General's onsite retail media inventory with offsite activation across The Trade Desk in a single framework. Enables true full-funnel activation where onsite and offsite inventory are decisioned and measured together with consistent targeting, measurement, and reporting.
• Google Commerce Media Suite Integration (DV360 and YouTube) Commerce media activation through Google's Commerce Media Suite enabling brands to activate Dollar General shopper audiences across YouTube and premium third-party inventory via Display & Video 360 (DV360). Includes SKU-level conversion reporting and closed-loop attribution connecting media exposure to Dollar General sales.

Quantifiable outcome

• Average iROAS of $5 across DGMN client campaigns
• +6 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core.

• KevelcoreTechnology or Integration · 4 May 2026Kevel provides retail media infrastructure that unifies Dollar General's onsite and offsite activation with The Trade Desk in a single framework. This collaboration enables true full-funnel activation where onsite and offsite inventory are decisioned and measured together. Testing with managed service campaigns starts June 2026 with broader availability expected Q3 2026.
• The Trade DeskcoreTechnology or Integration · 4 May 2026Partnership enables unified onsite and offsite activation through The Trade Desk platform, allowing advertisers to plan, execute, and measure campaigns across the full consumer journey. DGMN audiences are accessible through The Trade Desk for programmatic activation across Display, Video, Audio, CTV, and Digital Out-of-Home.
• QSICcoreTechnology or Integration · 13 April 2026QSIC provides AI-enabled in-store audio network for Dollar General, leveraging point-of-sale data, curated music, and AI-generated audio ads for real-time, localized targeting. The partnership expands DG's in-store audio to 12,000 stores by Q2 2026 with verified delivery and IAB-aligned closed-loop reporting.
• RecesscoreStrategic or Co-development Partner · 25 February 2025Exclusive category partnership enabling DGMN advertisers to utilize experiential sampling opportunities to reach Dollar General shoppers in their local communities. Recess's experiential network uses audience-targeting technology to execute programs in targeted communities where leaders distribute products to attendees, creating endorsement halos around trial experiences.
• VestcomcoreTechnology or Integration · 1 August 2024Partnership for shelfAdz™ in-store advertising solution that connects full-funnel marketing campaigns to point-of-sale through item-specific messaging. Vestcom's shelf tags, blades, and digital signage create more customized and engaging in-store shopping experiences while linking digital messaging directly to conversion.
• MetacoreTechnology or Integration · 27 March 2023DGMN is the first retailer to offer closed-loop Meta measurement, enabling advertisers to reach DG's 90+ million unique customer profiles across Meta ecosystem via Facebook and Instagram News Feeds, Stories and Reels while utilizing opted-in first-party data. Advanced Analytics enables SQL-based custom measurement including return on ad spend attribution.
• Google and YouTubecoreTechnology or IntegrationNew collaboration brings Dollar General's first-party retail signals directly into YouTube and Display & Video 360 (DV360) through Google's Commerce Media Suite. Enables brands to activate DG shopper audiences across YouTube and premium third-party inventory with SKU-level conversion reporting and closed-loop attribution.
• DoorDashcoreGTM or Marketing PartnerDoorDash partnership opens new avenues for customer acquisition and brand engagement through DoorDash Marketplace and joint advertising partnership. Enables brands to tap into momentum of digital sales and reach new audiences through DG Delivery ecosystem.
• IAB (Interactive Advertising Bureau)coreOthersDGMN official membership in IAB supports innovation and collaboration across retail media. Membership enables participation in shaping industry standards, contributing to thought leadership, and driving best practices in data-driven advertising. DGMN aligns measurement with IAB standards including incrementality testing and market-based controls.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Walmart Connect: Walmart's retail media network offering omnichannel on-site, off-site, and in-store advertising with closed-loop measurement. Most directly comparable to DGMN due to overlapping CPG advertiser base, similar closed-loop methodology, and national scale.
• Instacart Ads: Instacart's retail media platform serving CPG advertisers with closed-loop measurement tied to grocery delivery and pickup. Comparable advertiser base and closed-loop methodology, though distribution-led versus store-led.
• Target Roundel: Target's retail media network providing on-site, off-site, and in-store advertising with first-party data and closed-loop measurement. Comparable omnichannel model targeting CPG advertisers with similar measurement claims.
• CVS Media Exchange (CMX): CVS Health's retail media network extending across owned and off-site channels with health-and-beauty shopper data. Comparable CPG advertiser overlap and omnichannel activation model to DGMN.
• Albertsons Media Collective: Albertsons Companies' retail media network offering omnichannel advertising with first-party shopper data and closed-loop measurement. Comparable grocery/CPG retail media model targeting similar advertiser segments.
• Kroger Precision Marketing: Kroger's retail media network leveraging first-party shopper data for closed-loop measurement across digital and in-store channels. Directly comparable model focused on CPG advertisers with similar closed-loop attribution capabilities.
• Amazon Ads: Amazon's advertising business including Sponsored Products, DSP, and Prime Video ads. Largest retail media network globally and a primary competitor for CPG media budgets, with deeper measurement infrastructure and broader audience scale than DGMN.

Emerging players

• Best Buy Ads: Best Buy's retail media network offering on-site, off-site, and in-store advertising with first-party electronics shopper data. Smaller scale and narrower category focus than DGMN but operates on similar omnichannel principles.
• Lowe's One Roof Media Network: Lowe's retail media network offering omnichannel advertising with first-party home improvement shopper data. Smaller scale and home-improvement category focus versus DGMN's broad CPG and rural reach.

Broad incumbents

• The Trade Desk: Independent demand-side platform used by DGMN for off-site activation and self-service audience access. While a partner rather than competitor, TTD competes with retail media networks for off-site CPG spend and offers broader omnichannel DSP capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dg-media-network

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 DG Media Network