• by Laurie Sullivan , January 7, 2025

A string of ad platforms expanded their retail media advertising partnerships this week at CES 2025 in Las Vegas. The partnerships in one way or another all focused on data.

Albertsons Media Collective, the retail media arm for Albertsons Companies, partnered with TransUnion, and DoorDash announced separate partnerships with The Trade Desk and Ibotta. 

Albertsons Media Collective’s partnership with TransUnion offers advertisers TruAudience marketing-mix modeling (MMM) measurement that measures efficiencies in comparing performance across retailers and channels. It becomes available this year to clients that work with both companies.

Advertisers that run media with Albertsons Media Collective and subscribe to TransUnion TruAudience will have the ability to access MMM measurement within TruAudience for their Collective media campaigns. Advertisers must use TransUnion TruAudience and have run media with Albertsons.

Albertsons Media Collective also launched an API that allows advertisers to integrate campaign performance data into their own measurement models for analysis. It gives clients direct access to the campaign’s performance data for use in measurement models in near real-time. The API is available to all clients, and they can work with their account team for access. 

DoorDash’s partnership with The Trade Desk also focuses on data. It connects local commerce data with The Trade Desk’s programmatic technology to help advertisers deliver relevant, transparent and measurable campaigns.

As part of the partnership, advertisers will leverage privacy-safe, first-party DoorDash data to target customers based on purchase behavior and other insights across display, mobile, streaming audio and connected TV. It will allow advertisers to measure the effectiveness of ads via DoorDash’s closed-loop measurement capabilities.

DoorDash has also partnered with Ibotta to access the Ibotta Performance Network (IPN). 

The multiyear partnership gives DoorDash customers access to Ibotta’s catalog of digital promotions, receiving personalized offers on deals across categories like grocery, health and beauty, home improvement, and alcohol, helping them save both money and time with convenient delivery. 

For consumer-packaged goods (CPG) brands, this partnership presents a new opportunity to engage shoppers across DoorDash’s network of more than 115,000 non-restaurant stores.

The Ibotta Performance Network’s AI-driven rewards optimization and pay-per-sale efficiency to ensure brands can reach consumers, drive incremental sales, and maximize return on investments (ROIs).