Albertsons launched its own in-house advertising self-serve platform which enables the company to have complete control over planning, tools and strategy, execution, measurement, and product development. The company has two partnerships with The Trade Desk and Pacvue which helped the company dive deeper into programmatic advertising. In the future, Albertsons aims to leverage their in-store assets by embedding hardware and technology like smart carts and kiosks that offer deals to consumers.