Google and Albertsons partner to bring first-party retail shopper data into YouTube and Display & Video 360 ad campaigns

Google announced a partnership with Albertsons Media Collective, the retail media network of grocery and drug retailer Albertsons, that will integrate Albertsons' first-party shopper data from more than 36 million weekly program members into YouTube and Display & Video 360 campaigns. The integration allows brands to target high-intent Albertsons shoppers across YouTube and premium publishers and measure campaign performance with SKU-level sales reporting tied to actual customer purchase activity rather than proxy metrics. The data will initially be available to selected managed partners, with more information available through Google account teams.