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Albertsons' Retail Media Arm Partners With Pacvue

Grocery giant said partnership will expand CPG brands' access to in-store shoppers
Albertsons exterior
Photograph: Shutterstock

Albertsons Cos.' retail media arm, Albertsons Media Collective, has teamed with Seattle-based marketplace advertising platform Pacvue in a partnership that the companies say will expand CPG brands' access to advertise in-store at Albertsons Cos. banner locations. 

Through Pacvue, CPG advertisers will now be able to "execute and manage sponsored product advertising campaigns on Albertsons Cos.' Retail Media Network," Pacvue stated in a news release. The network is powered by the CitrusAd open API, which connects Pacvue to Albertsons' e-commerce sites.

Said Melissa Burdick, president of Pacvue: “We are thrilled to partner with Albertsons Media Collective and expand the availability of retail media on this high-demand channel to our clients. Together with CitrusAd, we’re offering the scale, coverage and unified technology that advertisers need to compete in omnichannel retail.”

See also: How Retail Media Disrupts the Grocery Game

Pacvue, whose other retail partners include Walmart and Amazon, said media placements on Albertsons Cos. properties will connect advertisers with more than 100 million shoppers at more than 2,200 store locations, including the approximately 30 million members of the Albertsons for U loyalty program.

“We are continuously looking for ways to grow and enhance our media network so our customers can engage with the food and brands they love,” Kristi Argyilan, SVP of retail media for Albertsons, said in a statement. “Through this new partnership with Pacvue, we are giving even more brands the opportunity to connect with more customers with relevant and inspiring content.”

Albertsons Cos. operates 2,276 retail stores along with 1,722 pharmacies, 402 associated fuel centers, 22 dedicated distribution centers, and 20 manufacturing facilities. Among its banners are Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.

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