Ahold Delhaize USA is preparing to roll out Edge, its proprietary retail media ad platform tailored for grocery retail offering brands new ways to reach over 26 million weekly shoppers through on-site displays, sponsored search, and in-store digital screens.

What Edge Brings to Grocery Advertising

Edge is designed to unify the various media touchpoints into one system. It combines audience insights, campaign planning, activation, and optimization all integrated with Ahold Delhaize’s eCommerce and loyalty systems.

Because it's built in house and already tested in European markets, the platform aims for tighter control and faster innovation. Bobby Watts, SVP at AD Retail Media, calls Edge a “One Stop Ad Shop,” allowing CPG brands to optimize campaigns using loyalty data, past purchases, and real-time insights.

Edge enables advertisers to:

• Connect digital and physical advertising in a unified view

• Monitor both on-site and off-site campaigns in one dashboard

• Adjust budgets and tactics based on shopper engagement across channels

• Use loyalty and purchase data to fine-tune targeting and offers

Why This Move Matters

• Grocery is a high-frequency channel. Edge gives brands a more direct way to reach customers during shopping journeys, not only online but also in store.

• Integrating loyalty and purchase signals improves ad relevance and ROI, as brands can better understand which actions drive conversion.

• By owning the platform, Ahold Delhaize can iterate faster, maintain brand standards, and align media strategies with operations and supply chain demands.

• For CPGs, Edge offers an alternative to external retail media networks, giving them a closer connection to consumer behavior and campaign control.

Ahold Delhaize USA plans to go live with Edge in January 2026. Additional details about availability and features will be released later in 2025.

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