New integration brings Loblaw Advance^TM audiences and SKU-level measurement to Google’s Commerce Media Suite, enabling advertisers to measure and optimize campaigns directly within Google’s Display & Video 360

TORONTO, ON – October 27, 2026 – Loblaw Advance^TM, the retail media network of Loblaw Companies Limited, today announced a new collaboration with Google and RainBarrel that brings Loblaw Advance^TM audiences and closed-loop measurement to Google’s Commerce Media Suite, expanding access to retail media capabilities across Google’s advertising platform. Loblaw becomes the first Canadian retailer to integrate with Google’s Display & Video 360 Commerce Media Suite. 

Through the integration, advertisers can activate Loblaw Advance^TM audiences across a broad range of supported media environments in Display & Video 360, including YouTube, Display, and Connected TV (CTV) inventory. The scale and breadth of Display & Video 360 gives brands the potential to build cross-channel reach and frequency across multiple stages of the consumer journey and optimize campaigns in real-time.

Advertisers can choose from nearly 400 pre-built Loblaw Advance^TM audience segments or develop custom audiences aligned to their campaign objectives. Audiences can be activated and measured within Display & Video 360, with closed-loop measurement available as part of the offering to help advertisers assess performance data in-platform.

The capabilities are live and available by request through Loblaw Advance^TM and Display & Video 360.

“Retail media is most useful when advertisers can access its capabilities in the environments where they already plan and invest in media,” said Leanne Gibson, SVP, Loblaw Advance^TM. “Working with Google allows us to bring the strength of Loblaw Advance^TM audiences and measurement into more of those environments, while continuing to give advertisers the level of support and precision they expect from us. It’s another way we’re making it easier for brands to use commerce intelligence where it makes the most sense for their business.”

Loblaw Advance^TM audience segments are informed by aggregated purchase signals from more than 18 million active PC Optimum^TM members, enabling brands to reach relevant audiences based on shopping behaviour and measure campaign performance. The integration is designed to enable audience activation and measurement without sharing directly identifiable PC Optimum^TM member information with advertisers.

For advertisers, the integration creates a more direct connection between retail media intelligence and broader media investment. The media team at Loblaw will be the first advertiser to activate through the new Loblaw Advance^TM integration.

“The ability to precisely and deterministically measure the downstream commercial impact of our media investments is incredibly valuable to our team,” said Sabrina LaRosa, Senior Director, Media, Loblaw. “This integration gives us a powerful way to measure the impact of both upper- and lower-funnel media, complementing our existing effectiveness measurement framework and giving us a more timely view of how our media investments translate into business outcomes.”

RainBarrel serves as the onboarding and technology partner for the integration, supporting technical enablement, audience activation, and commerce measurement within Google’s Commerce Media Suite.

“As one of Google’s global collaborators for its Commerce Media Suite, we know that bringing high-quality retail media signals into the platforms advertisers use every day requires the right infrastructure behind the scenes,” said Mike Racic, Managing Director, RainBarrel. “We’re proud to support Loblaw Advance^TM and Google in bringing this capability to market in Canada and helping create a streamlined connection between audience activation and commerce measurement.”

About Loblaw Advance^TM

Loblaw Advance^TM is the retail media network of Canada’s food and pharmacy leader, Loblaw Companies Limited. Backed by more than 2,500 retail locations, more than 18 million active PC Optimum^TM members, and a leading e-commerce business, its team of experts guides brands in the areas of media, loyalty, business strategy, and data insights to achieve measurable sales growth. With a deep understanding of Canadian shoppers and the ability to reach them through digital platforms and physical retail channels, Loblaw Advance^TM offers omnichannel marketing and measurement solutions for Loblaw brands and external brand partners. For more information, visit loblawadvance.ca. 

About RainBarrel

RainBarrel is the data infrastructure arm of Knower Tech. It gives agencies and brands better data, better supply, and smarter activation. Through independent audience, curation, verification, and activation technology, RainBarrel helps advertisers improve media quality, reduce waste, and make their data easier to use across the channels that matter. RainBarrel activates across the supply-side and demand-side platforms advertisers already use. Its direct SSP relationships also power curated supply built for performance and brand safety. There are no upfront minimums and no lengthy onboarding. Knower Tech is a technology partner to independent agencies and in-house marketing teams. For more information, visit rbarrel.com.

Inquiries

Loblaw Advance^TM advance@loblaw.ca