Leading retail media network achieves significant milestone for advertising campaign measurement

TORONTO, ON, September 17, 2025 – Loblaw Advance^TM now offers multi-touch attribution (MTA) as part of its suite of measurement tools for advertisers. A powerful, proprietary tool, MTA logs advertising interactions—across different channels, platforms, and media types—and measures the value of each contribution toward a user's path to purchase. It provides reliable, granular insights, empowering smarter campaign optimization and better performance.

"Unlocking multi-touch attribution marks a significant milestone on our roadmap and provides our partners with improved optimization capabilities and a more complete picture of their campaign," says Jamie Armstrong, GM, Media Intelligence. "MTA delivers crucial insights into full-funnel marketing performance, allowing advertisers to strategically determine when and where to use our various marketing tactics. By delivering a detailed view of the customer journey, we’re equipping brands with the tools to make impactful decisions that elevate campaign success."

Traditional attribution models–or last-touch attribution–only assign credit to the final advertisement before a conversion. This approach undervalues the cumulative effect of earlier touchpoints and is often employed when there is limited campaign visibility or if closed-loop measurement is not available.

“We’re uniquely positioned to bring MTA to market due to our rich first-party data and closed-loop ecosystem,” continued Armstrong. “Building the framework to accurately measure across different tactics, and to connect the dots between online and in-store experiences, has been an exciting journey.”

Key benefits and how multi-touch attribution works for advertisers:

• Smarter investment decisions: understand how advertising interactions impact objectives at all stages of the marketing funnel and adjust strategy to drive the greatest impact.

• Deeper, actionable insights: make quicker decisions on budget allocation, bidding strategy, and creative execution bypinpointing which ad products influenced a customer’s path to purchase.

• Scale without compromise: manage and expand advertising strategy with one single source of truth.

For more information, contact advance@loblaw.ca.

About Loblaw Advance

Loblaw Advance is the retail media network of Canada’s food and pharmacy leader, Loblaw Companies Limited. Backed by more than 2,400 retail stores, 18 million+ customer relationships through PC Optimum^TM, and a leading e-commerce business, Loblaw Advance’s team of experts guides brands in the areas of media, loyalty, business strategy, and data insights to achieve measurable sales growth. With the depth of its understanding of Canadian shoppers and its ability to reach them through both digital platforms and physical retail channels, Loblaw Advance offers exclusive omnichannel marketing and measurement solutions for its own brands and those of external brand partners. For more information, visit loblawadvance.ca