"[W]e believe [Edge] has an opportunity to drive higher relevancy to our consumers, because no one knows grocery better than grocers, and so we've been able to leverage our insights and our technology on an in-house platform to reach those consumers," Watts said during a panel session at Groceryshop."
""Think of it as a unified platform where [CPGs] would have access, as a media buyer, to on-site, display, sponsored product ads, off site media, in-store, digital screens, fuel media - just a true, omnichannel media buying platform where [they] don't have to go to multiple systems and multiple platforms to then activate a campaign," Watts said."
"Edge was "built just for grocery," as it takes into account that, unlike other retail segments, grocery shoppers return to the store and make repeat purchases, Watts said."
Ahold Delhaize USA will launch Edge on Jan. 5, 2026, a proprietary advertising technology platform that unifies core digital retail media channels into a single ecosystem. Edge integrates audience insights, media planning, activation and optimization while offering standardized metrics and measurements and incremental return-on-ad-spend data across channels. The platform is designed for grocery dynamics, accounting for repeat purchases and frequent shopper interactions. Edge enables CPG partners to buy omnichannel media—on-site display, sponsored products, off-site media, in-store digital screens and fuel media—through one system and provides reach to more than 26 million weekly shoppers across Ahold Delhaize USA banners.
Read at Grocery Dive
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