By Luís Daniel Rijo in Retail News — Jun 2, 2024

Dollar General partners with Criteo to boost Retail Media offerings

This collaboration aims to enhance Dollar General's existing retail media offerings and provide brands with improved access to a large audience of rural shoppers.

Dollar General

Criteo this week announced a new partnership with Dollar General Media Network (DGMN), the retail media arm of discount retailer Dollar General. This collaboration aims to enhance Dollar General's existing retail media offerings and provide brands with improved access to a large audience of rural shoppers.

Retail media refers to advertising opportunities offered by retailers on their websites, apps, and in-store displays. According to eMarketer, retail media spending is expected to reach $165 billion by 2025, highlighting the growing importance of this advertising channel.

The partnership between Criteo and Dollar General focuses on:

Onsite Sponsored Ads: Criteo's technology will support Dollar General in offering sponsored ad placements on its website. These ads can help brands reach consumers who are browsing online and potentially influence purchasing decisions.

Omnichannel Advertising: Criteo's platform offers the ability to track both online and offline sales, allowing brands to gain insights into the effectiveness of their campaigns across various channels. This is particularly relevant for Dollar General, where a significant portion of purchases happen in-store but customer research often begins online.

The partnership between Criteo and Dollar General offers potential benefits for brands advertising through Dollar General's retail media network:

Access to Rural Shoppers: Dollar General has a large presence in rural areas of the United States. This partnership allows brands to target these often hard-to-reach demographics through Dollar General's online and in-store advertising options.

Improved Targeting: Criteo's platform allows brands to leverage Dollar General's shopper data for more targeted advertising campaigns. This can lead to increased campaign effectiveness and a better return on investment.

Omnichannel Insights: Brands can gain insights into how online and offline advertising efforts work together to influence customer behavior.

The partnership between Criteo and Dollar General is one example of a growing trend of collaboration between retailers and advertising technology companies. This trend is likely to continue as retailers look to capitalize on the growing importance of retail media and advertising technology companies seek to expand their reach and offerings.

The long-term impact of this collaboration on the retail media landscape remains to be seen. However, it has the potential to increase competition within the retail media space, potentially leading to more innovative advertising solutions and ultimately benefiting both retailers and brands.

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