Albertsons Media Collective, the retail media division of Albertsons Companies, launched Collective TV today, a groundbreaking solution that integrates retail media with TV advertising. This innovative platform offers advertisers a unified approach to targeting, measuring, and optimizing campaigns across streaming and digital video, with linear TV capabilities coming soon.
The digital video ad market is booming, projected to reach $63 billion in revenue by 2024, according to the Interactive Advertising Bureau. However, the fragmented landscape of connected TV (CTV) campaigns poses challenges with various stakeholders like agencies, networks, and tech platforms operating in silos.
Kristi Argyilan, SVP of Retail Media for Albertsons Media Collective, emphasized the need for a more efficient approach: “With Collective TV, we’re breaking down these silos to deliver a flexible, scalable, and measurable TV advertising solution. We’re simplifying TV advertising for our clients.”
Collective TV offers three service channels:
- Premium Offering Channel: Enables omnichannel video campaigns using modern currency and measurement tools, accessing premium video and CTV inventory. It integrates with Display & Video 360, providing broad reach across 92% of CTV households in the U.S.
- DIY CTV Channel: Designed for brands wanting direct control, offering access to premium CTV inventory through The Trade Desk, leveraging first-party audience data and closed-loop measurement.
- Collective Syndication Channel: Tailored for publishers and streaming services to enhance advertiser offerings.
The launch follows Albertsons Media Collective’s collaboration with Google and LiveRamp, using Display & Video 360’s PAIR protocol to market to streaming audiences securely and privately.
For more information on Collective TV and Albertsons Media Collective, visit LinkedIn.
