\r\n
\r\nAlbertsons Media Collective called for more substantial standardization with retail media platforms in a recent white paper. Many other major retailers have launched individualized proprietary networks rather than outsourcing, including retail giants Walmart and Giant Eagle.
Walmart's in-house platform Walmart Connect, formally Walmart Media Group, offers ample opportunities for advertisers to connect with Walmart's robust consumer network, which they claim includes 90% of U.S. households.
\r\n
\r\nThe platform allows them to leverage Walmart's consumer data to create targeted advertising spends online and in-store. The retailer reported that 88% of its shoppers are making purchases in-store, so it was vital for Walmart to roll out Walmart Connect through in-store integrations like in-store demos and in-store audio experiences.
Giant Eagle launched its internally-developed retail media network, Leap Media Group, which leverages the retailer’s network of 4 million households that participate in its My Perks loyalty program. The program allows advertisers to interact with Giant Eagle shoppers on various levels, including online, TV, social media, influencer content, and within their brick-and-mortar locations.
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