Albertsons Media Collective Launches Collective TV - Powered by First-Party Data, Closed-Loop Measurement, Shoppable Ads and Premium Inventory
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
According to the Interactive Advertising Bureau’s 2024 Digital Video Ad Spend & Strategy Report, digital video ad revenues are expected to reach
“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
Collective TV provides three flexible service channels for advertisers or publishers.
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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.
Additional CTV inventory is available through FreeWheel, and personalized and localized dynamic content optimization across this premium channel offering is enabled through Clinch.
As 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.
The 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.
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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.
“CTV represents some of the most premium inventory for advertisers,” saidBen Sylvan , VP of Data Partnerships, The Trade Desk. “Albertsons’ purchase-based data represents an opportunity for media buyers to bring that incredibly valuable data to inform their media buys on the big screen and focus on the most valuable buyers. This represents a major change that will improve the consumer experience and continue to support the streaming content we all love, and we look forward to media buyers reimagining what’s possible in their CTV media plans.”
- Collective Syndication Channel: For publishers and streaming services that want to leverage Collective TV to offer extra value for their advertisers.
Collective TV offers brand safety along with privacy conscious ad experiences to instill confidence in advertisers that video and CTV ads are being served in the right way to their known shoppers in the places they watch TV. Collective TV offers advertisers an easier way to use video through a holistic, omnichannel approach across Albertsons Media Collective’s off-site inventory via social platforms and CTV publishers. Collective TV offers flexible attribution windows via The Trade Desk and tracks common KPIs that support awareness, consideration, and conversion.
“In 2023, we spearheaded the framework for standardization to enable consistent measurement across retail media. Now we’re reimagining video measurement and optimization across all channels through our co-op garden approach and first-party data, all with an eye toward simplifying the complexity in this space our clients are having to navigate,” added Argyilan.
To learn more about Albertsons Media Collective and Collective TV, please visit LinkedIn.
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
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Albertsons-DiGennaro@digennaro-usa.com
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