After years of touting the targeting power of shopper data, retail media sellers like Albertsons and Walmart are updating their pitch to sell creative services.
These manifest as updated creative formats and, in some of the most ambitious cases, branded content.
Albertsons, for example, launched its first branded content series in June with Procter & Gamble—a 22-episode series called Rico’s Tacos created using the retailer’s data.
Instacart recently launched a creative services arm, called Instacart Ads Studio, aimed at helping co-create ads with CPG companies that sell items on its platform.
Walmart and Amazon are also offering compelling creative ad formats, according to ad buyers.
