The Kroger–Albertsons merger is off. Here’s how that changes the 2025–2026 playbook for U.S. retail media networks (RMNs), including budget strategy, measurement, and where advertisers should shift dollars now.
Updated: August 2025 • Keywords: retail media networks USA, Kroger Precision Marketing 84.51°, Albertsons Media Collective, in-store retail media, CTV + retail media, off-site measurement, RMN budget strategy
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Table of Contents
1) What happened (and why it matters)
The proposed $24.6B merger was abandoned on December 11, 2024, a day after a federal court granted the FTC a preliminary injunction halting the transaction. The FTC subsequently closed its administrative case following the parties’ abandonment. :contentReference[oaicite:0]{index=0}
In August 2025, Kroger settled litigation with C&S Wholesale Grocers tied to the failed deal, removing a lingering overhang. :contentReference[oaicite:1]{index=1}
Why it matters for RMNs: The combined reach and data unification advertisers expected won’t materialize; instead, Kroger and Albertsons will compete as separate networks—shaping pricing power, audience scale, and measurement options. Analysts noted the collapse could constrain their ability to rival Walmart/Amazon scale, even as both double down on advertising. :contentReference[oaicite:2]{index=2}
2) Immediate RMN impacts: scale, data, pricing
Scale & Audience
No unified ID graph or combined loyalty footprint; plans to create a mega-RMN pause. Expect more partner integrations (CTV/off-site) to compensate for scale gaps. :contentReference[oaicite:3]{index=3}
Pricing & Share
Without merger synergies, buyers retain leverage via multi-Rmn tests. Larger players (Walmart/Amazon) keep an upper hand on national reach. :contentReference[oaicite:4]{index=4}
Roadmaps
Both grocers are accelerating their own RMN investments (team consolidation, in-store screens) rather than harmonizing tech stacks. :contentReference[oaicite:5]{index=5}
3) Kroger Precision Marketing (84.51°): 2025 moves
What’s new
- Unification: Kroger has combined retail media, consumer insights, and loyalty marketing into a single KPM division under 84.51°. :contentReference[oaicite:6]{index=6}
- Loyalty data: KPM continues to lean on robust card adoption for targeting and in-store sales measurement. :contentReference[oaicite:7]{index=7}
What it means for buyers
- Expect full-funnel packages (insights → activation → loyalty CRM) sold together.
- For non-endemic tests, pair off-site/CTV with geo-split incrementality.
Action: Ask for household-level lift and new-to-brand reporting in standard readouts, not just ROAS.
4) Albertsons Media Collective: 2025 moves
What’s new
- In-store digital display network piloting this summer in key regions; aims to enhance in-store measurement and shopper engagement. :contentReference[oaicite:8]{index=8}
- Leadership update: new executive lead for the network as of July 2025. :contentReference[oaicite:9]{index=9}
- Continuing CTV/video push via Collective TV offering. :contentReference[oaicite:10]{index=10}
What it means for buyers
- Bundle in-store screens + off-site/CTV using AMC’s first-party audiences.
- Request closed-loop reads that connect exposure to store sales and PDP add-to-cart.
Context: With the merger off, AMC is positioning as a stand-alone challenger RMN with stronger in-store capabilities. :contentReference[oaicite:11]{index=11}
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5) Budget strategy: where to reallocate
| Scenario | Suggested Split | Why |
|---|---|---|
| Grocery CPG (national) | Kroger 40% • Albertsons 25% • Walmart/Other RMNs 35% | Diversify post-merger; balance loyalty scale (KPM) with AMC in-store pilots and a large-reach RMN for coverage. :contentReference[oaicite:12]{index=12} |
| Non-endemic (finance/auto/telco) | Kroger 35% • Albertsons 30% • CTV partners via RMNs 35% | Use retailer IDs off-site/CTV for prospecting; prove new-to-brand lift. :contentReference[oaicite:13]{index=13} |
| Launch / seasonal push | Kroger 30% • Albertsons 30% • Walmart/Other RMNs 40% | Add a high-scale RMN to offset lack of combined Kroger+Albertsons reach; keep AMC/KPM for loyalty precision. :contentReference[oaicite:14]{index=14} |
Guardrail: Cap any single RMN at ≤70% of your retail media budget; run quarterly geo-split incrementality tests.
6) KPIs & proof CFOs will accept
Household-level lift
Measure incremental units/HH and new-to-brand (KPM, AMC). :contentReference[oaicite:15]{index=15}
CTV outcomes
Attribute view → cart/purchase using retailer IDs; bundle with off-site display. :contentReference[oaicite:16]{index=16}
In-store impact
For AMC screen pilots, require store-level readouts tied to sales uplift. :contentReference[oaicite:17]{index=17}
Standardize: Align attribution windows (view/click), identity matching, and returns/refunds in a single blended ROAS model across RMNs.
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7) Frequently Asked Questions
Did the Kroger–Albertsons merger officially end?
Yes. The companies abandoned the deal on Dec 11, 2024 after a federal court granted the FTC a preliminary injunction. :contentReference[oaicite:18]{index=18}
What changed in 2025 that RMN buyers should know?
Kroger unified media + insights + loyalty under KPM, and Albertsons launched an in-store digital display pilot while continuing CTV. :contentReference[oaicite:19]{index=19}
Does the collapse help or hurt advertisers?
You lose potential combined reach, but gain pricing leverage and diverse tests across separate RMNs. Use off-site/CTV to bridge scale. :contentReference[oaicite:20]{index=20}
