Albertsons Media Collective, the retail media arm for Albertsons Companies, Inc. announced the launch of an API that will enable advertisers to integrate Albertsons Cos. campaign performance data into their own measurement models for analysis. Complementing these efforts, Albertsons Media Collective is partnering with TransUnion to offer its advertisers TruAudience® marketing mix modeling (MMM) measurement to unlock ease and efficiency in comparing performance across retailers and channels.
“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.
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According to a recent eMarketer survey, MMM is the most promising measurement type for identifying drivers of business value, and 61.3% of US marketers are aiming to improve their MMM in the future. And with increased privacy regulations, there is diminishing ability to match impression data to sales data at an individual level at scale (i.e. matching consumers who saw an ad then purchased products promoted by the ad within a set attribution window). Helping advertisers better understand performance related to business value, Albertsons Media Collective will provide campaign data to TransUnion’s TruAudience solution, furthering a brand’s MMM capabilities to better measure media campaign effectiveness overall.
“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.”
SOURCE: BusinessWire