Marketers Prep for Albertsons' Media Transition
Albertsons’ plans to launch a next-gen retail media network in early 2022 has brands and their agency partners taking the steps needed to ensure a smooth transition.
Earlier this month, the second-largest U.S. supermarket retailer publicly unveiled its plan to move from the Albertsons Performance Media platform that has been operated by external partner Quotient since 2018 to the internally owned and managed Albertsons Media Collective. Albertsons recently hired Kristi Argyilan, formerly president of Target’s Roundel media network, to lead the in-house effort as SVP of Retail Media.
As soon as the announcement was made, The Mars Agency began working with its clients to make the transition from one platform to the next as seamless as possible. The most critical factor is taking the necessary steps to ensure that all historical performance data generated through media activity on the outgoing Albertsons Performance Media platform will be captured.
Making sure prior benchmarks and performance indicators remain available will make it easier for The Mars Agency to help its clients plan better-informed, more effective programs through the new Albertsons Media Collective. Mars has already begun building out a performance database for each client.
Albertsons is giving advertising partners until Feb. 27, 2022, to transition their activity to the new platform.