Ahold Delhaize USA Unveils Edge: A Proprietary Retail Media Platform Designed for Grocery Advertising

Launch Set for January 2026 to Power Omnichannel Advertising for CPG Brands

Ahold Delhaize USA, the parent company behind some of the most recognized grocery retail brands in the country, has announced the upcoming launch of Edge, a new proprietary retail media platform built specifically for the grocery sector. Developed by AD Retail Media, the group’s media and advertising arm, Edge is set to go live in January 2026 and will deliver advanced capabilities across on-site display, sponsored search, and in-store digital screens.

Built in collaboration with Ahold Delhaize’s internal technology teams—and leveraging a proven ad tech platform already in use by its European counterparts—Edge aims to streamline how consumer-packaged goods (CPG) companies engage with customers. The platform provides a unified, transparent, and measurable solution for activating and optimizing advertising across both digital and physical channels.

“Over the past several years, we’ve strategically invested in building a top-tier retail media network and in-house expertise,” said Keith Nicks, Chief Commercial and Digital Officer, Ahold Delhaize USA. “Edge is the next evolution of that journey—a platform built by grocers, for grocery. It delivers on the need for speed, scale, and relevance in today’s omnichannel environment.”

Designed as a comprehensive media ecosystem, Edge consolidates core functionalities—including audience targeting, media planning, activation, and performance optimization—into a single, easy-to-navigate interface. Through deep integration with Ahold Delhaize USA’s loyalty programs and proprietary e-commerce platform, the solution enables a seamless omnichannel advertising experience for both brands and consumers.

“Edge is more than just an ad platform—it’s a 'One Stop Ad Shop' for CPGs,” said Bobby Watts, SVP of AD Retail Media, Digital Merchandising, and Marketing. “It brings together real-time data insights, shopper loyalty, and purchase behavior to help brands make smarter, faster decisions. The result is a more personalized and effective way to connect with the over 26 million weekly customers who shop with our brands.”

The platform also supports off-site advertising management, giving brands a holistic view of their media investments across multiple touchpoints. By enabling CPG partners to monitor both display and sponsored ads in one centralized location, Edge supports agile, data-driven marketing strategies that can adapt to shifting consumer behavior in real time.

The platform’s roadmap is being directly shaped by Ahold Delhaize USA’s long-term media strategy, with continued enhancements planned post-launch to ensure an ever-improving partner and customer experience.

Further details on the Edge platform will be shared in fall 2025, ahead of its official rollout in early 2026.