Albertsons Media Collective Partners with Rokt to Extend Its Retail Media Ecosystem, Adds Non-Endemic Ads Across Its Portfolio of Brands
Albertsons Media Collective has partnered with Rokt to integrate AI-powered non-endemic ads across 11 of its brands, including Safeway and Vons. This collaboration aims to enhance customer loyalty and diversify revenue streams by delivering targeted offers at key transaction moments. Rokt's technology will enable Albertsons to broaden its advertiser mix and serve ads across its own channels and Rokt's network, which includes Ticketmaster and Uber. This partnership seeks to leverage over 5 billion transactions to create a seamless shopping experience.
- Albertsons can now deliver targeted non-endemic ads, enhancing customer loyalty.
- Partnership with Rokt extends advertising capabilities across Albertsons' portfolio.
- Rokt's AI-driven technology promises to unlock new revenue streams.
- Albertsons will serve ads across Rokt's network, expanding reach.
- The integration aims to enhance the customer shopping experience.
- The effectiveness of non-endemic ads during transactions is yet to be proven.
- Increased competition for ad space could dilute the impact of individual ads.
- Dependence on Rokt's technology may introduce new technological risks.
Insights
The collaboration between Albertsons Media Collective and Rokt is a significant move in the ecommerce landscape. Rokt's AI-powered technology will enable Albertsons to deliver highly relevant, personalized advertisements to their online shoppers, enhancing the overall customer experience. Non-endemic ads—those from brands not directly selling through Albertsons—can be tailored to users' transaction moments, potentially increasing engagement and conversions.
AI and machine learning are revolutionizing how businesses interact with customers, making transactions more personalized and relevant. This partnership exemplifies the trend of retailers leveraging advanced technologies to diversify revenue streams and forge stronger customer relationships. However, the success of this initiative will largely depend on how well the AI algorithms perform in real-time and their accuracy in predicting customer preferences.
The partnership is a strategic move for Albertsons as it ventures into non-endemic advertising. This is an innovative step to diversify its revenue streams beyond traditional grocery-related ads. By incorporating Rokt's technology, Albertsons can tap into new advertiser categories, which can be particularly lucrative given the broad customer base across its 11 portfolio brands.
From a market perspective, this move could position Albertsons as a more attractive platform for advertisers looking to reach a diverse audience. It also reflects a broader trend in the retail industry where companies are increasingly turning to their media networks for additional revenue. The key metric to watch here will be the incremental revenue generated from these non-endemic ads and the impact on customer loyalty and engagement.
Albertsons' partnership with Rokt may have positive financial implications. Integrating non-endemic ads into their ecommerce platform can create new revenue streams, which could bolster Albertsons' financial position. Diversifying ad types could lead to higher ad revenues, especially if the AI technology successfully targets customers at important transaction points.
Investors should monitor the financial reports to see how this partnership translates into actual revenue growth. Additionally, assessing the cost-effectiveness of implementing Rokt's technology versus the incremental revenue it generates will be crucial. If executed well, this could lead to a favorable impact on Albertsons' earnings and potentially increase shareholder value.
Grocery Retailer Will Use Rokt's AI-Powered Technology to Unlock Relevance and Drive Customer Loyalty
"This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads—at scale," said Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective. "By leveraging Rokt's technology across our portfolio of brands and across the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience."
Retailers are increasingly looking to extend the power of their media networks to tap into new revenue streams and deepen their customer relationships. Rokt's research shows while endemic ads are highly effective before a customer selects a product on an ecommerce site, non-endemic ads are most effective during the transaction moment, a point when the customer is most likely to respond to new, highly relevant offers. By adding non-endemic messages and offers to their existing advertising channels through the Rokt Ecommerce product, retailers like Albertsons can broaden their advertiser mix, diversify their revenue streams, and enhance the customer experience.
"We're extremely pleased to partner with Albertsons to strengthen and expand the Albertsons Media Collective business," said Craig Galvin, Chief Revenue Officer at Rokt. "By adding the delivery of relevant messages from non-endemic brand partners to the company's vast online consumer audience, Rokt will unlock new revenue and help Albertsons' portfolio brands delight their customers and deepen brand loyalty."
Albertsons will also use Rokt Ads to serve its brand messages across Rokt's network of premium ecommerce merchants, including Ticketmaster, Uber, AMC Theatres, Kohl's, Grubhub and more, to reach consumers when they are likely to engage. By leveraging both of Rokt's signature products, Albertsons is extending its advertising capabilities not only throughout the full transaction journey on its own channels, but also across Rokt's wide network of merchants.
Rokt's exclusive, closed marketplace leverages intelligence powered by more than 5 billion transactions across hundreds of leading ecommerce businesses, allowing merchants to create a seamless customer experience while also controlling the types of offers eligible to be displayed to their customers.
About Rokt
Rokt is the global leader in ecommerce technology, enabling companies to drive incremental value from every transaction by unlocking relevant messages at the moment customers are most likely to convert. Rokt's machine learning platform, built over the last 10 years, and scaled network power billions of global transactions annually for the world's leading companies, including Live Nation, AMC Theatres, PayPal, Uber, Hulu, Staples, Gopuff, and HelloFresh. Headquartered in
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
Media Contacts
For Rokt:
Tarana Mehta, VP Marketing
tarana.mehta@rokt.com
For Albertsons Companies:
media@albertsons.com
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SOURCE ROKT Pte. Ltd.
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