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Albertsons Media Collective Launches Collective TV - Powered by First-Party Data, Closed-Loop Measurement, Shoppable Ads and Premium Inventory

Albertsons Media Collective, the retail media arm for Albertsons Companies, Inc. (NYSE:ACI), today debuted Collective TV, a solution that unlocks the combined value of retail media and TV, providing a...

Business Wire

To accelerate TV transformation, Albertsons Media Collective is working across Google Display & Video 360, The Trade Desk, LiveRamp, FreeWheel, iSpot and Clinch to enable a modern currency for the future of video ad campaigns

BOISE, Idaho: Albertsons Media Collective, the retail media arm for Albertsons Companies, Inc. (NYSE:ACI), today debuted Collective TV, a solution that unlocks the combined value of retail media and TV, providing advertisers with a modern currency for targeting, measuring and optimizing campaigns across streaming, digital video and soon linear TV.

According to the Interactive Advertising Bureau’s 2024 Digital Video Ad Spend & Strategy Report, digital video ad revenues are expected to reach $63 billion in 2024. Despite this fast-paced growth, the pathways for running connected TV (CTV) campaigns alone are varied and complex. Agencies, networks, streaming publishers, identity solutions and ad tech platforms have built silos for planning, executing and measuring CTV campaigns.

“Advertisers need a smarter, more effective way to execute CTV and video campaigns. With Collective TV, we’re removing the silos between publishers, demand-side platforms, and identity solutions by offering an outcome-driven TV solution that is flexible, scalable and measurable,” said Kristi Argyilan, SVP of Retail Media for Albertsons Media Collective. “With Collective TV, we’re taking the wonder out of TV advertising.”

Collective TV provides three flexible service channels for advertisers or publishers.

  • Premium Offering Channel: Enables brands to execute omnichannel video campaigns using modern currency and measurement with iSpot, and access to premier video and CTV inventory with Display & Video 360, including YouTube. Display & Video 360 provides access to 92% of CTV households in the U.S., according to Comscore.
    dditional CTV inventory is available through FreeWheel, and personalized and localized dynamic content optimization across this premium channel offering is enabled through Clinch.
    s part of working with Display & Video 360, advertisers can create engaging, shoppable YouTube video ads with Collective TV, reducing production costs and speed to market. Collective TV’s shoppable ads can be delivered across multiple inventory providers, maximizing reach and impact for advertisers, while maintaining streamlined campaign management within a single buying tech stack.
    he launch of Collective TV comes on the heels of Albertsons Media Collective's partnership with Google and LiveRamp to market to streaming audiences with Display & Video 360's Publisher Advertiser Identity Reconciliation (PAIR) protocol. As an early adopter of PAIR, Albertsons Media Collective connects Albertsons’ informed shopper audiences with premium content, while leveraging LiveRamp's platform to enhance security and privacy for publisher and marketer data collaboration.
  • DIY CTV Channel: Offers build-it-yourself capabilities that are designed for brands that want to roll up their sleeves. Brands or agencies that work with The Trade Desk can access 80% of all premium CTV inventory, which includes Albertsons Media Collective’s first-party audience data and item-level closed-loop measurement for on and offline sales in a privacy conscious manner. Additional capabilities include weather and location data integration and marketing mix modeling integration. Linear audience reach extension will be available later this year via iSpot.
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