{"id":594632,"date":"2023-01-06T05:49:10","date_gmt":"2023-01-06T11:49:10","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/06\/omnicom-media-group-and-albertsons-partner-on-targeting-and-measuring-ctv-via-the-trade-desk\/"},"modified":"2023-01-06T05:49:10","modified_gmt":"2023-01-06T11:49:10","slug":"omnicom-media-group-and-albertsons-partner-on-targeting-and-measuring-ctv-via-the-trade-desk","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/06\/omnicom-media-group-and-albertsons-partner-on-targeting-and-measuring-ctv-via-the-trade-desk\/","title":{"rendered":"Omnicom Media Group and Albertsons partner on targeting and measuring CTV via The Trade Desk"},"content":{"rendered":"
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January 5, 2023<\/span> | By Michael B\u00fcrgi<\/a><\/p>\n<\/div>\n

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As if to prove commerce media will play a more central role than ever before in the media investment strategies of marketers, Omnicom Media Group (OMG) will announce at the Consumer Electronics Show in Las Vegas an exclusive partnership it struck with Albertsons Media Collective, Digiday has learned.<\/p>\n

The partnership enables access to the media agency network\u2019s inventory via The Trade Desk\u2019s platform, using the grocery giant\u2019s shopper database to target and measure that buying. (Albertsons is on the verge of becoming a shopping giant as it moves to close an acquisition by grocery chain Kroger<\/a>.)<\/p>\n

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As with so many of its recent deals with retail media networks and platforms<\/a>, parent Omnicom\u2019s Omni marketing orchestration platform plays a key role in pairing up with Albertsons shopper data to better connect targeted media investment to consumer purchasing trends. And with CTV arguably the hottest medium for marketers \u2014 but fraught with insufficient and fragmented data offerings \u2014 the timing could prove an advantage for both buyer and seller.<\/p>\n

By tying first-party data to The Trade Desk\u2019s platform, retail media networks can alleviate some of CTV\u2019s data shortfalls problem by \u201cclosing the loop\u201d for brands investing in CTV. Ergo, brands can tailor advertising spend to Albertsons shoppers and measure the effectiveness of ad campaigns at the register within TTD\u2019s platform.<\/p>\n

\u201cTV historically has been measured on GRPs, but never measured on sales. With this colliding of retail media and connected TV, it\u2019s changing that,\u201d said Megan Pagliuca, OMG\u2019s chief activation officer. \u201cWe can actually have an understanding of online and offline sales when working with the largest screen in the household.\u201d<\/p>\n

Pagliuca added that the deal gives the media agency network \u201cfirst to market capability of targeting and measurement\u201d when combining Albertsons\u2019 datasets with Omni\u2019s audiences.<\/p>\n

Kristi Argyilan, svp of retail media at Albertsons Companies, added that the partnership moves the retail media business forward. \u201cWe\u2019re not just about running campaigns that carry price and promotion and a product,\u201d said Argyilan. \u201cThe more advanced capabilities of a retail media network applied to other channels like CTV really shows what retail media will be bringing to the marketplace longer term.\u201d<\/p>\n

Argyilan, a longtime media veteran who\u2019s been a media agency CEO (at IPG\u2019s Magna) and a head of marketing at Target (and later, Target\u2019s retail media offering, Roundel), said it\u2019s the potential to improve TV, where so many marketers\u2019 budgets still go, that has her excited. According to a recent Insider Intelligence report<\/a>, CTV ad revenue is expected to grow more than 27 percent in 2023 to $26.92 billion.<\/p>\n

\u201cShowing performance based on impressions that are delivered, versus performance that shows a business outcome is really what this [partnership] is all about,\u201d she said. \u201cFrom my perspective, having come up on the media side of the industry and always wishing the channel that we all spend the bulk of our ad budgets on can be more accountable. This is us finally getting there as an industry.\u201d<\/p>\n

As for working this partnership through only TTD\u2019s inventory, both Argyilan and Pagliuca cited their respective companies\u2019 existing partnerships that allow for a triangulation of sorts. \u201cWe have a deep partnership with them, and we\u2019ve actually co-developed tools together, and work very closely on innovating,\u201d said Pagliuca. \u201cSo we kind of view them as one of our key strategic partners alongside Google and Amazon.\u201d<\/p>\n

\u201cTo be able to start to answer some of these questions on how television can drive sales in a more real time fashion, instead of having to wait until your marketing mix modeling can prove it after the fact is, to me, the holy grail in terms of what retail media can bring to key partners,\u201d added Argyilan.\u00a0<\/p>\n<\/div>\n

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