• by Laurie Sullivan , Yesterday

Albertsons Media Collective has brought first-party shopper data to YouTube and third-party inventory in Display & Video 360 with Keurig Dr. Pepper as launch partner.

Announced Monday, the partnership allows brands to reach high-intent Albertsons Companies’ shoppers while measuring the precise impact with SKU-level sales reporting.

Through the partnership, YouTube and Albertsons are offering closed-loop measurement through SKU-level reporting, supported by LiveRamp and optimization tools powered by Google’s AI technology.

This integration enables advertisers to reach Albertsons’ premium, decision-active grocery audience, which includes more than 50 million loyalty members and 36 million weekly shoppers.

The companies said this collaboration unlocks access to more than 175 commerce audiences and custom brand audiences, allowing brands to connect with shoppers as they stream, scroll and discover content across YouTube and premium publisher environments.

This partnership aims to provide performance visibility by audience, media channel, and inventory type, deliver optimization insights on demand, and enhance understanding of shopper behavior for future campaigns.

Keurig Dr. Pepper is part of a strategic push by YouTube to leverage commerce media data and tie in video content closer to sales.

Retail media networks are also reaching beyond their sites to explore offsite advertising and different channels.

Keurig Dr Pepper Senior Vice President of Connected Media Ben Sylvan says Albertsons shopper data in DV360 can help to ensure that each impression bought by the company on YouTube reaches its most valuable consumers, and that closing the loop in retail sales provides transparency.

If retail media networks take the same expansion path as traditional online advertising, brands will require networks like Albertsons Media Collective to have an even broader reach and evolve through interactive experiences when making purchases. Google and YouTube have the ability to do this. 

Coveo's 2026 Commerce Relevance Report, which examines how shoppers in the U.S. and U.K. search for, discover and decide what to buy, found that 67% of consumers expect online shopping to evolve with conversational experiences.

The study found that half of the shoppers expect artificial intelligence (AI) to help educate them on products or generate product guides, while 42% expect real-time virtual assistance during their shopping journey.

The study was conducted in partnership with a third-party research firm and is based on a survey of 4,000 shoppers

Advertisers using DV 360 can access more than 175 purchase-based and custom brand audiences supplied by the retailer.

As brands have learned that scale alone is not the ideal formula to better campaign performance, they are focusing more on data and the ability to close the loop onsite and offsite. 

Google or YouTube appear 82% of the time where consumers discover a new brand, product, or retailer, according to Vertical Consumer Journeys, an online study published in July 2025, conducted by Google and Ipsos.