LAS VEGAS — One of the new crop of retail media networks is gung-ho for a new software category it thinks can allow it to prove the worth of CPG brands’ ad spend.
Grocery chain Albertsons Companies, which launched Albertsons Media Collective in 2021, is using “clean room” technology, which allows partners to collaborate using respective audience data sets – without breaking privacy obligations.
In this video interview with Beet.TV, Evan Hovorka, Head of Products & Innovation, Albertsons Companies, says that means he can provide brands insights on effectiveness.
In ad land, Hovorka says Albertsons Media Collective imagines itself as a “co-op garden”, a rival to a crop of “walled gardens”.
“Wanting to do things different, being a late mover, how do we imagine that in a clean room gets super exciting,” he says.
Clean room software, which uses techniques including removing personally identifiable information (PII), isn’t just a lawyer-pleaser …