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DECEMBER 1, 2025 |
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As commerce media buyers face more choices, Dollar General is pitching its large store footprint as an opportunity to reach shoppers in rural and underserved markets, particularly with its retail media offering, DG Media Network. |
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"We're unique because of the massive scale that we have across the US, but we've also got coverage in markets that most retailers can't or won't build stores," said Austin Leonard, vice president and general manager of DG Media Network, on a recent episode of "Behind the Numbers." |
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Dollar General wants to convince advertisers to cash in with its media network by emphasizing its in-store scope, experimenting with new formats, and sticking to high measurement standards. |
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A newly released commerce media study from Forrester Consulting and Koddi shows that while many companies are eager to build their own networks, only a small minority have the infrastructure and operational discipline to support a fully scaled program. |
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Although 42% of respondents believe they are “operationalized” to advance their commerce media initiatives, the maturity assessment finds that just 13% qualify as advanced when evaluated across leadership, technology, measurement, and operations—a gap the report describes as a “confidence-versus-capability” divide.
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The study categorizes participants into 49% nascent, 38% emerging, and 13% trailblazers, revealing that most teams are still in early stages of proving value. |
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