After making a splash with its retail media network, Albertsons Media Collective has set its sights on applying the principles to TV.
As it does, the company is aiming to upgrade processes and bring standardization.
“We’ve invested in quite a lot into our systems and structures to ensure that our first party data is really optimized in a way that makes it digestible to partner across the sphere with a lot of the key players that we’re now seeing in retail media, but also specifically CTV,” says Xenia Kirilyuk, Sr. Product Manager, Innovation & Partnerships, Albertsons Media Collective, in this video interview with Beet.TV.
Simplifying the CTV Buying Experience
Albertsons Media Collective recently launched Collective TV, which aims to simplify the buying experience for advertisers. The company has noticed quite a few friction points across the TV buying sphere and is bringing its expertise from a retail media perspective into the CTV industry.
“The goal of Collective TV was initially to really simplify the buying experience for our advertisers,” Kirilyuk says. “We’re trying to make the experience easy, seamless, and scalable.”
Albertsons Media Collective has been testing out various pilots and alpha partnerships to create a bespoke managed service offering as well as a DIY experience for brands that want a more hands-on experience in their campaigns.
Partnerships Unlock Friction and Problem Points
Albertsons Media Collective has been establishing partnerships that enable closed-loop measurement. The company has been partnering with identity systems like LiveRamp and exploring how to further optimize creative.
“That’s where we’ve been able to move forward with quite a few of our partnerships across Google, YouTube, DB 360, NBCU, and additional further partnerships that we’re exploring now with partners like FreeWheel,” Kirilyuk says.
Looking ahead, Albertsons Media Collective is excited to continue scaling its partnerships and is exploring more premium options with additional partners.
“The second item that we’re basically now trying to explore further is adding linear TV into the mix,” Kirilyuk says. “We’re looking at how we can further enhance the linear measurement experience.”
You’re watching coverage of Premium Programmatic Summit 2024, a Beet.TV Leadership Series, presented by FreeWheel. For more videos from this series, please visit this page.
