Dollar General Teams With The Trade Desk for Its DG Media Network
Edited by Adam Harrie — May 11, 2026 — Business
This article was written with the assistance of AI.
References: retaildive
Dollar General introduced an integration that unifies onsite and offsite retail media inventory through a partnership with The Trade Desk and support from Kevel. The solution allows advertisers to plan, activate and optimise both retailer-controlled onsite ads and offsite channels within The Trade Desk, featuring Kevel’s Retail Media Cloud API-based ad-serving infrastructure.
A managed-service test for the integration began in June, with mutual clients expected to gain access in Q3. The rollout includes both managed and self-service buying paths and connects reporting across connected TV, digital audio and video with DG Media Network inventory. Kevel provides the campaign monitoring and ad-server technology enabling the cross-channel activation and measurement framework.
For advertisers, the integrated system creates a more unified full-funnel view of consumer behaviour while simplifying campaign measurement across channels. By centralising activation and reporting, the launch addresses fragmentation in retail media and aims to help brands run more consistent, data-driven campaigns across onsite and offsite touchpoints.
Image Credit: Shutterstock/Aaron of L.A. Photography
A managed-service test for the integration began in June, with mutual clients expected to gain access in Q3. The rollout includes both managed and self-service buying paths and connects reporting across connected TV, digital audio and video with DG Media Network inventory. Kevel provides the campaign monitoring and ad-server technology enabling the cross-channel activation and measurement framework.
For advertisers, the integrated system creates a more unified full-funnel view of consumer behaviour while simplifying campaign measurement across channels. By centralising activation and reporting, the launch addresses fragmentation in retail media and aims to help brands run more consistent, data-driven campaigns across onsite and offsite touchpoints.
Image Credit: Shutterstock/Aaron of L.A. Photography
Buying retail media across a store’s site + elsewhere
Helps decide whether to invest in unified retail media buying, what channels to prioritize, and how much measurement matters to advertisers.
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When was the last time you ran ads tied to a retailer’s shopper data?
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If you ran retail media, how likely to buy onsite + offsite in one place?
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Which matters most when choosing a retail media partner?
Trend Themes
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Unified Retail Media — The consolidation of onsite and offsite inventory into a single trading environment creates new possibilities for end-to-end attribution and consolidated buyer experiences.
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Cross-channel Measurement — Enhanced reporting that spans CTV, audio, video and onsite placements enables richer signal stitching for granular audience performance insights.
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Api-based Ad Serving — Programmatic ad-serving via API infrastructures introduces opportunities for real-time customization and lightweight interoperability between retailers and demand-side platforms.
Industry Implications
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Retail Media Networks — Integrated buy and reporting capabilities present potential to reframe retail media offerings as full-funnel marketing platforms rather than isolated onsite channels.
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Advertising Technology Platforms — Interoperable systems driven by ad-server APIs and DSP partnerships create scope for modular ecosystems that reduce integration friction between buyers and sellers.
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Consumer Packaged Goods Brands — Access to unified cross-channel measurement creates the possibility for brands to derive more accurate ROI models and refine media mix strategies based on unified retail signals.
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