Albertsons Media Collective Pioneers Bleeding Edge Incremental Multi-Touch Attribution

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Built in partnership with LiveRamp, the solution gives advertisers a single, deduplicated view of incremental sales impact across channels, including Meta, helping brands understand what drove conversion. PepsiCo is launch pilot partner.

Albertsons Media Collective, the retail media arm of Albertsons Companies, Inc. announced Retail Media Incrementality-Based Multi-Touch Attribution, a revolutionary measurement solution that enables advertisers to better understand the incremental impact of media investments across major leading digital media platforms through a single, deduplicated view of performance.

Developed in collaboration with LiveRamp under a first-to-market, grocery exclusive collaboration and powered by its Cross-Media Intelligence infrastructure, the solution connects impression-level exposure data across Albertsons Media Collective’s owned and operated channels, offsite media and participating partners including Meta, third-party inventory with Display & Video 360, Google Ad Manager and Perion, with Albertsons transaction data in a neutral, privacy-conscious environment. The result is a clearer understanding of how each touchpoint contributes to a sale and how media investments work together across the customer journey.

As advertisers face growing pressure to prove performance across an increasingly fragmented media landscape, measurement remains one of retail media's biggest challenges. Platform-specific reporting and last-touch attribution models can provide an incomplete picture of what truly drives conversion, making it difficult for brands to optimize investments with confidence.

Albertsons Media Collective’s Incrementality-Based Multi-Touch Attribution helps address these limitations by delivering true full-funnel measurement from couch to checkout, providing a unified view of performance across channels and isolating the incremental contribution of each touchpoint to a sale. Rather than relying on siloed reporting, advertisers can evaluate media impact across the full customer journey using consistent methodology.

"As retail media continues to evolve, advertisers expect measurement that reflects how consumers actually engage across channels because conversions rarely stem from a single ad impression," said Liz Roche, VP of Media and Measurement at Albertsons Media Collective. "This solution provides a more complete view of performance by helping brands understand the incremental impact of their media investments across the customer journey, giving our partners a tool to understand where one plus one can equal three. We're committed to advancing greater transparency and accountability so advertisers can invest and optimize with confidence.”

The launch reflects Albertsons Media Collective's ongoing commitment to advancing measurement capabilities and helping advertisers evaluate media effectiveness through a consistent methodology. By applying the same framework across channels, brands and agencies can gain deeper visibility into performance and make more informed investment decisions.

"Albertsons Media Collective is the first grocery retail media network to deliver incremental measurement across previously siloed channels with us, and the first to prove that grocery transaction data can anchor a neutral view of performance," said Jack Foster, Head of Measurement Products, LiveRamp. “With Cross-Media Intelligence, retail media advertisers can measure more precisely, cut wasted spend, and deliver stronger proof of incremental sales.”

PepsiCo is an early pilot partner, using the solution to better understand the incremental impact of media investments across channels. The capability provides a more complete view of performance, reduces reporting complexity and helps teams make smarter, faster optimization decisions.

The launch marks the next chapter in Albertsons Media Collective's measurement roadmap, building on its recent on-site incrementality rollout and a sustained commitment to making retail media the most accountable, transparent channel in the marketing mix. As advertisers continue to demand greater clarity into what drives results, Albertsons Media Collective is investing in solutions that help brands make more confident, data-driven decisions.

For more information, visit albertsonsmediacollective.com.

About Albertsons Media Collective

Albertsons Media Collective is a next-generation retail media network rooted in connections, technology and innovation. As the retail media arm for Albertsons Companies, one of the largest food and drug retailers in the United States, we connect with consumers in more than 2,200 locations across 35 states and the District of Columbia. Through a companywide focus on innovation, we partner with leading brands to help them engage shoppers when and where it matters most, with the power of sophisticated first-party data. From innovative delivery platforms to highly targeted marketing solutions, we offer our clients a variety of programs designed to drive retail sales and maximize brand impact to best serve our shoppers.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260917082606/en/

Media Contact: albertsonsmediacollective@praytellagency.com

Source: Albertsons Companies, Inc.

Key Terms

multi-touch attribution technical

Multi-touch attribution is a method for assigning credit for a sale or conversion to multiple marketing interactions a customer had before buying, rather than giving all the credit to the first or last contact. For investors, it clarifies which channels or campaigns actually drive revenue and helps firms allocate marketing budgets more efficiently—like apportioning praise among teammates who each pushed a project forward so management can invest where it pays off.

impression-level exposure data technical

Detailed records of each time a digital advertisement is shown to a user, including attributes such as timestamp, ad creative, placement, device or browser signals, and sometimes anonymized audience or measurement tags. Like a photo taken every time a product is scanned at checkout, impression-level exposure data lets companies count, audit and analyze ad delivery at the single-event level. Investors care because this granular evidence underpins reported ad revenue, campaign performance metrics, fraud detection and pricing of ad inventory, making reported numbers more verifiable and comparable.

full-funnel measurement technical

Full-funnel measurement is the practice of tracking and evaluating marketing and customer engagement outcomes at every stage of the buying journey—from initial awareness, through consideration and intent, to final purchase and retention—so a company can see how activities at each stage contribute to outcomes. It matters to investors because it shows how well a company understands which marketing efforts drive growth and customer value, like watching which pieces of a relay race help the team finish first.