• by Laurie Sullivan  @lauriesullivan, January 10, 2024

Albertsons Media Collective, a retail media network with a focus on technology and innovation, has begun working with Capgemini to improve media operations and key decisions that streamline workflow for brands and agencies, and is also partnering with digital advertising platform Criteo to support onsite sponsored ads.

Capgemini is a multinational firm that provides information-technology and consulting services, headquartered in Paris, France.

Process automation, generative artificial intelligence (GAI) and automation technology using robotic processes are behind the new agreement with Capgemini for media planning, media operations and content creation, the companies said. 

Kristi Argyilan, senior vice president of retail media for Albertsons Media Collective, believes the partnership will enable the company to give employees time to focus on higher-level tasks and provide ways to ensure performance for clients.

One of the topics discussed at CES 2024 this week has been how artificial intelligence (AI) drives efficiencies in retail media and other areas. While advertising began with experimentation last year, this year companies are moving to implementation.

Capgemini believes its technology will enable Albertsons Media Collective to achieve a 20% faster speed to market by unlocking “deep learning insights.”

Data has once again proven to become the center of media buying and targeting. Clean data ensures better results. Garbage in, garbage out, as many marketers repeatedly confirm.

Criteo has stepped up its presence to support consumer-packaged goods (CPG) and the grocery space.

The partnership will support Albertsons Media Collective’s onsite sponsored ads, with plans for Criteo to expand into newer ad formats such as commerce display and sponsored video in the coming months.

Criteo’s self-service demand-side platform (DSP) will give Albertsons Media Collective a way to integrate first-party data, in-store sales data, and shopper signals to improve performance.

Last year, Pinterest, LiveRamp, and Albertsons formed a partnership to support Albertsons Media Collective, which the company describes as a next-generation retail media network for Albertsons Companies. It connects with consumers in more than 2,200 locations across 34 states and the District of Columbia.

At the time, a pilot with Pinterest included closed-loop measurement, eventually providing the Albertsons’ team with a complete view of its customers’ digital footprint.