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10/19/2021

Price Chopper Taps CitrusAd for Retail Media

Jacqueline Barba
Associate Editor
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CitrusAd has added another grocery retailer to its growing e-commerce ad network. The Golub Corporation’s Price Chopper, operating 52 locally owned stores, has joined CitrudAd’s growing e-commerce ad network.

In a bid to compete with behemoths like Amazon, more than 25,000 retail stores have teamed up with CitrusAd to provide a scalable self-serve advertising platform that enables brands to develop targeted campaigns across an entire network of omnichannel retailers nationwide.

The new retail media technology is now incorporated into Price Chopper’s online shopping website and mobile app, giving brands real-time visibility and measurement to ad performance with CitrusAd’s “fully transparent” reporting dashboard to engage with shoppers. CitrusAd’s offerings for the digital point-of-purchase include banners, sponsored product ads and brand pages.

"Our stores are continuously trying to engage with customers on a more personal level, with CitrusAd’s platform increasing ad relevancy we are able to connect our customers to brands on a more personal and convenient level,” said Casie Broker, chief marketing officer at Price Chopper, in a recent media release. "This enhances both the overall experience and lets our customers find new and old favorites in one place.”

Price Chopper’s first-party data from its website and loyalty program (Chopper Shopper Rewards) are key components to leveraging CitrusAd’s relevancy engine that utilizes algorithms and real-time data to identify shopper preferences, serving relevant ads that improve and personalize the shopper’s experience.

“As third-party cookies will no longer be supported by Google, Safari and Firefox in 2022, online savvy retailers like Price Chopper integrate with CitrusAd to offer the perfect opportunity for brands to utilize the retailer’s first-party data to connect with shoppers in a relevant, unobtrusive manner at the point-of-sale,” said Brian DeCoveny, vice president of retail media partnerships for CitrusAd, in the release.

CitrusAd works with some of the biggest retailers, including PetcoWakefern Food Corp. and GoPuff, as well as Target's Shipt and retailer media network Roundel. More recently, The advertising tech company partnered with home improvement retailer Lowe’s and Criteo to launch Lowe’s One Roof Media Network, offering brands omnichannel advertising opportunities. CitrusAd was acquired by French multinational giant Publicis Groupe for $205 million, after announcing the deal in July.

Retail media has exploded in popularity over the past few years, with major brands expanding their digital presences on top retailers’ platforms. Advertising in retail media is expected to double over the next five years from the $30 billion being spent in the space today, according to Retail Leader.

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