Dollar General has teamed up with Criteo to enhance its retail media offerings with onsite sponsored ads as well as plans to add additional ad formats later in the year.
While the majority of Dollar General purchases happen in stores, the company receives a significant amount of web traffic from customers who build their lists online before making their weekly purchases. Now brands can access ad inventory and campaign execution tools for the Dollar General Media Network (DGMN) via Criteo’s self-service demand-side platform Commerce Max, allowing advertisers to reach Dollar General shoppers during this consideration phase.
Dollar General first-party data, in-store sales data and shopper signals will now be available in Commerce Max to help advertisers access hard-to-reach rural shoppers across Dollar General’s owned and operated digital properties. Brands will directly access DGMN’s ad inventory within their private market via Commerce Yield, Criteo’s retailer monetization platform. Additionally, Criteo will provide an in-store sales integration within Commerce Max, which will offer brands and agencies omnichannel insights into whether sales take place in-store or online.
“Since launching Dollar General Media Network in 2018, we have made notable investments to continually evolve and grow,” said Charlene Charles, Head of DGMN Operations in a statement. “Our partnership with Criteo is an extension of our commitment to our customers, particularly those in hard-to-reach rural areas, creating more meaningful connections to better serve the communities in which we operate.”
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