Albertsons Media Collective Enables Advertisers to Measure Performance with Greater Ease and Frictionless Access Via New API Offering and TransUnion Partnership
Albertsons Media Collective, the retail media division of Albertsons Companies (NYSE:ACI), has announced two significant developments to enhance advertiser measurement capabilities. First, they've launched an API enabling advertisers to integrate campaign performance data into their own measurement models. Second, they've partnered with TransUnion to offer TruAudience® marketing mix modeling (MMM) measurement.
The API provides advertisers with near real-time, frictionless access to performance data, allowing them to analyze campaign results in their preferred systems. This addresses the growing need for standardized measurement across retailers and channels in a fragmented ecosystem. According to eMarketer, MMM is considered the most promising measurement type for identifying business value drivers, with 61.3% of US marketers planning to improve their MMM capabilities.
Albertsons Media Collective, la divisione media retail di Albertsons Companies (NYSE:ACI), ha annunciato due sviluppi significativi per migliorare le capacità di misurazione degli inserzionisti. In primo luogo, è stato lanciato un'API che consente agli inserzionisti di integrare i dati sulle prestazioni delle campagne nei propri modelli di misurazione. In secondo luogo, hanno collaborato con TransUnion per offrire la misurazione del marketing mix modeling (MMM) TruAudience®.
L'API fornisce agli inserzionisti accesso quasi in tempo reale ai dati sulle prestazioni, consentendo loro di analizzare i risultati delle campagne nei sistemi di loro preferenza. Questa iniziativa risponde alla crescente necessità di misurazioni standardizzate tra rivenditori e canali in un ecosistema frammentato. Secondo eMarketer, il MMM è considerato il tipo di misurazione più promettente per identificare i driver di valore aziendale, con il 61,3% degli inserzionisti statunitensi che prevede di migliorare le proprie capacità di MMM.
Albertsons Media Collective, la división de medios de retail de Albertsons Companies (NYSE:ACI), ha anunciado dos desarrollos significativos para mejorar las capacidades de medición de los anunciantes. Primero, han lanzado una API que permite a los anunciantes integrar los datos de rendimiento de las campañas en sus propios modelos de medición. En segundo lugar, se han asociado con TransUnion para ofrecer la medición del modelo de mezcla de marketing (MMM) TruAudience®.
La API proporciona a los anunciantes acceso casi en tiempo real a los datos de rendimiento, lo que les permite analizar los resultados de las campañas en sus sistemas preferidos. Esto aborda la creciente necesidad de mediciones estandarizadas a través de minoristas y canales en un ecosistema fragmentado. Según eMarketer, el MMM se considera el tipo de medición más prometedor para identificar los impulsores de valor empresarial, con un 61,3% de los anunciantes de EE. UU. planeando mejorar sus capacidades de MMM.
앨버트슨 미디어 컬렉티브는 앨버트슨 컴퍼니즈(NYSE:ACI)의 소매 미디어 부문으로, 광고주 측정 기능을 향상시키기 위한 두 가지 주요 개발을 발표했습니다. 첫째, 그들은 광고주가 캠페인 성과 데이터를 자신의 측정 모델에 통합할 수 있도록 하는 API를 출시했습니다. 둘째, 트랜스유니온과 협력하여 TruAudience® 마케팅 믹스 모델링(MMM) 측정을 제공합니다.
이 API는 광고주에게 거의 실시간으로 성과 데이터에 원활하게 접근할 수 있게 하고, 이를 통해 자신이 선호하는 시스템에서 캠페인 결과를 분석할 수 있습니다. 이는 조각화된 생태계에서 소매업체와 채널 전반에 걸쳐 표준화된 측정의 증가하는 필요성을 해결합니다. eMarketer에 따르면, MMM은 사업 가치 드라이버를 식별하기 위한 가장 유망한 측정 유형으로 간주되며, 미국 마케팅 담당자의 61.3%가 자신의 MMM 기능 향상을 계획하고 있습니다.
Albertsons Media Collective, la division médias de détail d'Albertsons Companies (NYSE:ACI), a annoncé deux développements significatifs pour améliorer les capacités de mesure des annonceurs. Tout d'abord, ils ont lancé une API permettant aux annonceurs d'intégrer les données de performance des campagnes dans leurs propres modèles de mesure. Deuxièmement, ils se sont associés à TransUnion pour offrir une mesure de mix marketing (MMM) TruAudience®.
Cette API offre aux annonceurs un accès fluide et quasi en temps réel aux données de performance, leur permettant d'analyser les résultats des campagnes dans leurs systèmes préférés. Cela répond au besoin croissant de mesures standardisées à travers les détaillants et les canaux dans un écosystème fragmenté. Selon eMarketer, le MMM est considéré comme le type de mesure le plus prometteur pour identifier les moteurs de valeur commerciale, avec 61,3 % des annonceurs américains prévoyant d'améliorer leurs capacités de MMM.
Albertsons Media Collective, die Einzelhandelsmedienabteilung von Albertsons Companies (NYSE:ACI), hat zwei bedeutende Entwicklungen zur Verbesserung der Messfähigkeiten für Werbetreibende angekündigt. Erstens haben sie eine API eingeführt, die es Werbetreibenden ermöglicht, die Leistungsdaten ihrer Kampagnen in ihre eigenen Messmodelle zu integrieren. Zweitens haben sie mit TransUnion zusammengearbeitet, um das Marketing-Mix-Modeling (MMM) TruAudience®-Messen anzubieten.
Die API bietet Werbetreibenden nahezu in Echtzeit geräteübergreifenden Zugriff auf Leistungsdaten, sodass sie die Kampagnenergebnisse in ihren bevorzugten Systemen analysieren können. Dies betrifft den wachsenden Bedarf an standardisierten Messungen über Einzelhändler und Kanäle hinweg in einem fragmentierten Ökosystem. Laut eMarketer gilt MMM als die vielversprechendste Messart zur Identifizierung von Unternehmenswerttreibern, wobei 61,3 % der US-Werbetreibenden planen, ihre MMM-Fähigkeiten zu verbessern.
- Launch of new API offering providing real-time campaign performance data access
- Strategic partnership with TransUnion for enhanced measurement capabilities
- Addressing market demand for standardized measurement solutions
- None.
Insights
The introduction of Albertsons Media Collective's new API and partnership with TransUnion represents an important advancement in retail media measurement capabilities. The API enables real-time campaign performance data integration, while the TransUnion partnership provides sophisticated marketing mix modeling (MMM) capabilities - both critical tools for optimizing advertising spend efficiency.
The timing is strategic, as
The ability to seamlessly integrate performance data into advertisers' own systems marks a shift toward greater transparency and standardization in retail media measurement. This positions Albertsons more competitively against retail media giants like Walmart and Amazon, potentially attracting larger advertising budgets from brands seeking consolidated performance insights.
This development significantly enhances Albertsons' value proposition in the retail media space. The new API offering democratizes access to performance data, eliminating previous friction points in campaign analysis and optimization. This is particularly valuable for sophisticated advertisers who run complex, multi-channel campaigns and require granular performance insights.
The TransUnion partnership adds another layer of credibility and capability, leveraging their TruAudience® solution to provide more robust cross-channel measurement. This addresses a critical gap in the retail media ecosystem where comparing performance across different retailers and channels has been historically challenging.
For investors, this technological advancement could translate into increased advertising revenue as it makes Albertsons' retail media network more attractive to major brands and agencies. The improved measurement capabilities could lead to higher retention rates among advertisers and potentially command premium pricing for ad inventory.
“While retail media has seen incredible opportunity in expanded offerings to off-site channels, this landscape can also come with complexities for advertisers in understanding their return on investment,” said Liz Roche, VP of Measurement and Media at Albertsons Media Collective. “Our latest API offering, coupled with a strategic partnership with TransUnion to begin to build a preferred partner catalog, allows us to meet this important demand, providing advertisers with a transparent way to understand and measure performance in one place, while also contributing to measurement standardization.”
In a fragmented ecosystem, brands are looking for campaign measurement to compare performance across retailers and channels. To meet this demand, Albertsons Media Collective’s API offers advertisers a way to bring campaign data into their own measurement models for analysis, providing them with near real time, frictionless access to performance data. Advertisers can choose the destination, whether it be their own systems, agency or measurement partner. The API is now available for all clients.
According to a recent eMarketer survey, MMM is the most promising measurement type for identifying drivers of business value, and
“Comprehensive marketing measurement is the key to unlocking the full potential of your marketing investments,” said Matt Spiegel, EVP of TruAudience Marketing Solutions at TransUnion. “Our partnership with Albertsons Media Collective empowers our clients to more accurately track and analyze the impact of their marketing efforts in retail media, so they can make data-driven decisions that maximize ROI and drive sustainable growth for their business.”
To learn more about Albertsons Media Collective and its latest efforts, please visit LinkedIn.
About Albertsons Media Collective
Albertsons Media Collective is a next-generation retail media network rooted in connections, technology and innovation. As the retail media arm for Albertsons Companies, one of the largest food and drug retailers in
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albertsons-digennaro@digennaro-usa.com
Source: Albertsons Companies, Inc.
FAQ
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