Kroger Precision Marketing Meets Albertsons Media Collective: What a Merger Means for Retail Media

The deal isn't done, but the rival chains have already been gearing up for the challenge anyway


While most of the headlines last week about the planned $25 billion Kroger and Albertsons supermarket merger were about antitrust regulatory hurdles, us marketers were investigating it from a different angle. Namely, what would it mean for retail media?

Retail media, for those who’ve been paying attention, is a burgeoning digital advertising medium that has been moving at the speed of a rocketship—albeit one that is weighed down by a steam engine locomotive, the decades-old, traditionally slow, brick-and-mortar way of doing business. 

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