Many of the largest grocers in the U.S. have restructured to bring their advertising and traditional retail businesses closer together.

In a move announced this summer, Kroger pulled its consumer insights (84.51°), loyalty marketing and retail media (Kroger Precision Marketing) businesses together under a single division called Kroger Precision Marketing powered by 84.51°. Albertsons overhauled its C-suite in May following the failure of its proposed merger with Kroger. That move brought together its digital experiences, marketing and loyalty functions as well as its advertising business, Albertsons Media Collective, under chief commercial officer Jennifer Saenz.