By Maggie Gilbertsons, Agency Lead
At this year’s IAB NewFronts, Albertsons Media Collective presented just how we are thinking like builders and constructing a connected, measurable future for retail media–aisle by aisle and screen by screen.
Our VP of Ad Sales, Julian Mintz, and our VP of Performance (Media and Measurement), Liz Roche, took to the stage to discuss the impact of Albertsons’ legacy and national footprint. With more than 2,200 retail locations nationwide, we are proud to be trusted pillars in the communities we serve. That trust extends beyond the customers in our stores to our valued CPG and media partners, forming the foundation of every relationship we build. By embedding measurement and transparency into everything we do, we ensure accountability and credibility are woven into our approach from day one—not added as an afterthought.
You can see the full presentation here!
I loved connecting with more than 2,000 brilliant people in the industry and showcase everything The Collective has to offer (while snacking on some killer candy!). If you stopped by our immersive experience, I was probably standing next to the sour candy bin.
For me, this year’s NewFronts was about expanding beyond the silo of retail media. Investments should be viewed holistically, with an emphasis on capturing the synergies created across multiple channels. When planning their media mixes, brands and agencies should consider the exponential performance integrated strategies can deliver.
Three major themes stuck out to me while at IAB’s event:
Couch to Checkout: Content and commerce are moving closer together, creating an even more impactful omni-channel journey. As a grocer, this is especially true. Nearly 74% of US adults check prices and inventory before they even visit the store. (eMarketer).
Our shoppers are inspired on the couch while binging their favorite show on CTV. They make a note to try a viral recipe while scrolling Instagram on the train. They plan their weekly meals in our app. Then, finally, they make their decision in store or online. At NewFronts we showcased a variety of in-store tactics that is the bow around your media plan. A final touchpoint to inspire, inform, and convert a consumer while they are in the buying mindset
It’s critical to reach and influence consumers from inspiration through conversion.
Proof of Performance: Clear and transparent measurement is an expectation, not a “nice to have.” When choosing an advertising partner, measurement transparency and accountability should be just as important, if not more, as reported performance.
The Collective is not only creating transparencies but also driving measurement improvements to better meet our partners’ needs. We saw 154% year-over-year growth in search, 144% YoY improvement in offsite, and 1474% in-store growth. The Collective is focused on measuring what matters, delivering proof of performance through closed-loop measurement and incrementality—giving advertisers the clarity they need to confidently understand and optimize impact.
It is clear, budgets are being heavily scrutinized now more than ever and top of funnel KPIs are not cutting it anymore. Performance media is the clear option for agencies and brands. What gets measured, gets funded.
Smarter Speed: AI showed up less as a headline and more of the backbone of how digital media is evolving. Across planning, activation, optimization, and measurement, platforms positioned AI as a practical tool that helps teams move faster, work smarter, and make their investments more accountable. Agentic and generative AI were highlighted for their role in automating buying, adapting creative in real time, and tying media exposure to real business outcomes. The message was clear: AI works best when it simplifies complexity and helps brands stay relevant, measurable, and grounded in performance.
The Collective shares the same mindset – we are digitally enabling the best of Albertsons' offerings to create new, easier ways to shop, highlight more value, and establish deeper connections with our customers with GenAI. If implemented correctly, AI will enable a better understanding of our shoppers and lead to smarter, faster decision-making to deliver optimized media solutions for your brands. We are looking to create more helpful, context driven consumer experiences while maintaining strong data standards. The Collective’s efforts reflect a broader shift toward using AI not just to innovate, but to deliver clarity, confidence, and meaningful growth for our partners.
We are always looking for partners to innovate, collaborate and grow with us on our full suite of Couch to Checkout solutions.
We are heading to POSSIBLE! You’ll find The Collective on the Ocean Lawn of the Fontainebleau at our dedicated outdoor space.
Will I see you in sunny Miami? Let’s connect!