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New measurement solution, developed with LiveRamp, gives advertisers a deduplicated view of incremental sales impact across digital media channels, including Meta
Albertsons Media Collective, the retail media division of Albertsons Companies, has launched a new incrementality-based multi-touch attribution solution designed to help advertisers measure the incremental impact of media investments across multiple digital channels through a single, deduplicated view.
Developed in collaboration with LiveRamp, the solution connects impression-level media exposure data with Albertsons’ transaction data in a neutral, privacy-conscious environment. PepsiCo is participating as an early pilot partner.
Connecting Media Exposure With Sales
The solution uses LiveRamp’s Cross-Media Intelligence infrastructure to bring together exposure data from Albertsons Media Collective’s owned and operated channels, offsite media, and participating partners.
The measurement framework includes media across platforms and inventory sources such as Meta, Display & Video 360, Google Ad Manager, and Perion. By connecting these exposures with Albertsons transaction data, advertisers can evaluate how individual media touchpoints contribute to purchases.
The approach is intended to provide a more consistent view of performance across the customer journey rather than relying on separate reporting from individual platforms.
Measuring Incremental Impact Across Channels
Retail media measurement has become increasingly complex as advertisers distribute budgets across multiple platforms and inventory sources. Platform-specific reporting and last-touch attribution can make it difficult to determine which interactions actually contributed to a conversion.
Albertsons Media Collective’s solution is designed to address this challenge by measuring incremental contribution across the full path from media exposure to purchase.
The company describes the approach as “couch to checkout” measurement, allowing advertisers to evaluate performance across channels using a consistent methodology and identify the incremental contribution of individual touchpoints.
Focus on Transparency and Optimization
Liz Roche, VP of Media and Measurement at Albertsons Media Collective, said the solution is intended to give advertisers a clearer understanding of how media investments work together across the customer journey.
The company said applying a common measurement framework across channels can help brands and agencies reduce reporting fragmentation and make more informed decisions about media allocation and optimization.
LiveRamp Collaboration
The solution was developed through what Albertsons Media Collective and LiveRamp describe as a grocery-exclusive collaboration.
Jack Foster, Head of Measurement Products at LiveRamp, said Albertsons Media Collective is the first grocery retail media network to use the company’s Cross-Media Intelligence infrastructure to deliver incremental measurement across previously siloed channels.
The collaboration uses grocery transaction data to provide a neutral measurement framework for evaluating media effectiveness.
PepsiCo Joins as Pilot Partner
PepsiCo is an early pilot partner for the new capability. The company is using the solution to evaluate the incremental impact of its media investments across channels.
Albertsons Media Collective said the solution is designed to provide PepsiCo and other advertisers with a more comprehensive view of campaign performance while reducing reporting complexity and supporting faster optimization decisions.
The launch builds on Albertsons Media Collective’s broader measurement roadmap, including its previous work in on-site incrementality, as retail media networks continue to develop more unified approaches to measuring advertising effectiveness.
