Dive Brief:
- Dollar General’s retail media network, DGMN, is working with Meta to allow advertisers to reach millions of shoppers through their profiles on the social networking company’s platforms, according to a Monday announcement.
- Under the arrangement, DGMN will use analytics tools from Meta to gather intel on how marketing messages that companies place on the platforms affect people’s shopping behaviors in stores.
- This feature comes as retailers expand their retail media arms to better connect brand partners with sales data, both in-store and online.
Dive Insight:
With this new method of data collection and analysis, DGMN can evaluate the business impact of Meta marketing investments on a specific brand and provide measurable data such as return on ad spend, according to the press release.
The DGMN team also offers its brand partners end-to-end campaign support and creative services in addition to attributable store sales analytics, Charlene Charles, head of DG Media Network Operations, said in the announcement.
The new feature gives advertisers access to over 90 million customer profiles on Meta’s platforms through placements including Facebook and Instagram news feeds, stories and reels. Tests show DGMN can reach customers across 1,400 derived attributes, Dollar General said.
Retailers have pointed out that one of the more challenging retail media hurdles to overcome is understanding metrics gathered across brand partners, and a number of grocers have taken steps to streamline the process.
This month, for example, Sam’s Club rolled out a feature on its Member Access Platform that lets its brand partners attribute in-club purchases to their search ads. Similar to DGMN’s new capability, Sam’s Club’s tool aims to provide more in-depth and timely metrics to advertisers.
