Discount Variety Retail Chain Dollar General Media Network, the retail media arm of discount retailer Dollar General, will partner with commerce company Criteo to support Dollar General’s onsite sponsored ad offerings, with plans to extend access to newer ad formats later this year.
The new update will provide brand partners access to premium inventory and campaign execution through flexible integrations with Criteo’s self-service demand-side platform (DSP), Commerce Max. Through Commerce Max, Dollar General can onboard first-party data, in-store sales data, and shopper signals to access hard-to-reach rural shoppers across its owned and operated properties. Brands will also directly access DGMN’s inventory within their private market via Commerce Yield, Criteo’s retailer monetization platform.
While the majority of Dollar General purchases are in-store, the company said it receives a significant amount of web traffic from customers who build their lists online before making their weekly purchases. Commerce Max will allow advertisers to reach this engaged audience during the crucial consideration phase of the shopping journey. Criteo will also provide an in-store sales integration within Commerce Max, which equips brands and agencies with omnichannel insights into whether sales take place in-store or online.
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