Dollar General is moving to combine its onsite and offsite retail media advertising capabilities through a new integration with The Trade Desk and Kevel, as retailers continue pushing for more unified advertising platforms.
The retailer said brands using DG Media Network will be able to plan, activate and optimise both onsite and offsite advertising inventory within The Trade Desk platform for the first time. The integration will support both managed-service and self-service campaign buying.
Dollar General said the move is designed to give advertisers a more complete view of the customer journey while simplifying campaign management across channels such as connected TV, video and digital audio alongside the retailer’s owned advertising inventory.
Managed-service campaign testing is set to begin in June, while mutual clients of Dollar General and The Trade Desk are expected to gain access to the integration in the third quarter.
The partnership reflects a broader push across the retail media sector to reduce fragmentation as retailers expand beyond sponsored product listings into full-funnel advertising offerings.
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The integration uses Kevel’s Retail Media Cloud infrastructure to connect DG Media Network’s onsite inventory with The Trade Desk’s offsite activation capabilities, allowing advertisers to measure and optimise campaigns across both environments within a single framework.
James Avery, founder and CEO of Kevel, described the collaboration as creating a unified system where onsite and offsite inventory can be “decisioned and measured together.”
The move also builds on Dollar General’s wider retail media expansion efforts. In April, the retailer partnered with QSIC to grow its in-store audio advertising network as it continues positioning DG Media Network as a higher-margin growth driver powered by first-party shopper data.
CEO Todd Vasos previously said the company is focused on strengthening onsite search and sponsored products while also capturing a larger share of offsite advertising spend across social media, connected TV and video.
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