Albertsons Media Collective Cracks the Code on In-Store Attribution
MARKETING
Albertsons Media Collective, the retail media arm for Albertsons Companies, announced in-store incrementality measurement that delivers true causal insights into how in-store media drives incremental sales.
For retail advertisers, the physical store has always been the "final frontier" of measurement. While digital ads offer a trail of clicks and conversions, measuring the true impact of an in-store digital screen has historically been a game of correlation rather than causation.
That changes today. Albertsons Media Collective, the retail media arm for Albertsons Companies, has announced a new in-store incrementality measurement solution designed to prove the true causal impact of in-store media activation.
The "Matched Market" Difference
Most traditional attribution models assign credit to a purchase simply because it happened near an ad. Albertsons’ new framework goes deeper, utilizing a matched market framework to isolate the advertising as the sole driver of sales lift.
By comparing sales performance in "test" stores (exposed to ads) against a rigorously selected control group of stores with no media exposure, the model estimates the "counterfactual," what would have happened if the advertising hadn't existed at all. This statistically validated measure ensures that brands are seeing true "net-new" sales, not just purchases that would have occurred anyway.
“For too long, in-store media has been measured with tools that confuse correlation for impact,” said Liz Roche, VP of Media and Measurement at Albertsons Media Collective. “Our matched market incrementality approach cuts through that noise.”
Success in the Aisles: The Mondelēz Case Study
The effectiveness of this new framework was recently put to the test in a campaign for Mondelēz International to promote Sargento® Cheese Bakes. By integrating in-store digital screens with high-engagement onsite and offsite media, Mondelēz was able to build awareness and drive conversion exactly where the decision is made: in the aisle.
The results were clear: the addition of in-store screens contributed to a significant sales lift, providing Mondelēz with the "causal insight" needed to optimize their omnichannel strategy with confidence.
Scaling the Omnichannel Vision
Albertsons Media Collective is not slowing down. Following the successful launch of their in-store digital display network, which has already attracted over 50 unique advertising partners, the company is planning a massive expansion.
In 2026, Albertsons will add approximately 800 additional stores to its in-store digital fleet, bringing scaled coverage across 10 divisions and over 2,200 locations nationwide. This expansion will include placements in high-traffic areas like delis and pharmacies, ensuring strategic continuity for brands looking to reach shoppers at every touchpoint.
As retail media continues to evolve, Albertsons Media Collective is proving that "in-store" doesn't have to mean "offline." By bringing digital-level measurement to the physical shelf, they are unlocking the full power of the omnichannel experience.