Wakefern Expands Retail Media Offerings Through CitrusAd

Cyndi Loza
Managing Editor, Member Content, P2PI
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Wakefern Food Corp. is expanding its use of CitrusAd’s retail media technology to offer brands the ability to launch sponsored product ads within ShopRite's native mobile application.

Wakefern leverages CitrusAd's platform and real-time relevancy engine to let brands place sponsored product and banner ads on the retailer's ShopRite and The Fresh Grocer chain e-commerce sites. The retailer began allowing brand partners to place banner ads through CitrusAd on the ShopRite mobile app in February and expanded its usage of the platform again on May 3 to give brands the opportunity to place sponsored ads as well. 

"Wakefern is committed to supporting their brands with digital advertising solutions given the shift in consumer shopping and the forecast that the adoption is here to stay," Brian DeCoveny, vice president, retail media partnerships at CitrusAd, told the Institute. "We are partnering closely together to provide their brands efficient and effective performance based solutions while complementing their overall digital solutions to create an omnichannel strategy."

When asked if there were any plans to expand ad offerings to other Wakefern banner mobile applications, DeCoveny said CitrusAd is partnering with Wakefern to support their additional banners, which include Price Rite and Dearborn Market. "They will be incorporated as online shopping, ordering and pickup becomes available," he said. (Both Price Rite and Dearborn Market offer online ordering through third-part grocery delivery service Instacart.) 

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 Wakefern, CitrusAd works with U.S. supermarkets such as Hy-Vee and Kroger's Harris Teeter, and, most recently, Target.