Through a partnership with CitrusAd, Petco is the latest retailer — and the first in the pet category — to join the retail media technology boom and offer marketers targeted digital advertising opportunities.
The retailer is launching CitrusAd’s retail media technology for sponsored products and display ads across its e-commerce, desktop and mobile platforms, offering both a self-service and managed participation models.
“The platform’s real-time relevancy engine combined with Petco’s first-party data ensures ads are placed in an organic, relevant way to enhance a customer’s online shopping experience. Brands can easily run and measure campaigns with a fully transparent dashboard to measure awareness activity, engagement, conversions and an accurate return on ad spend,” the partners said in a media release.
Brands that have piloted the offering since December 2020 experienced a 300% to 400% return on ad spend, not including an expected in-store impact, according to the release.
“As part of our mission to improve the lives of pets and pet parents, partnering with CitrusAd will help Petco provide a more personalized shopping experience as our customers’ embark on their pets’ health and wellness journeys,” said Darren MacDonald, chief digital & innovation officer at Petco, in the release. “CitrusAd’s retail media technology will help our vendors reach Petco’s strong ecosystem of pet parents and educate them on the products and merchandise that meet their pets’ specific needs.”
Launched in 2017, CitrusAd is meant to serve as a white label, self-serve e-commerce advertising platform that lets retailers monetize their digital shelf-space while enabling suppliers to increase sales by launching targeted digital campaigns. Besides Petco, CitrusAd works with Wakefern, Hy-Vee, Kroger's Harris Teeter and Target.