Case Study: Dollar General achieves high-performing retail media growth with LiveRamp

Dollar General Fuels Growth With a High-Performing Media Network

Dollar General, a major retailer with a strong presence in rural America, sought to leverage its unique first-party customer data to build a high-performing media network. The challenge was to more effectively reach an often-overlooked rural consumer base and provide deeper insights for their advertising partners, moving their existing media network operations in-house to maximize this opportunity. They partnered with LiveRamp to help achieve these goals.

LiveRamp provided its Data Collaboration Platform to reconcile customer identities and power the evolved Dollar General Media Network (DGMN) with advanced clean room capabilities. The solution enabled Dollar General to collaborate with over 50 advertising partners, providing access to insights from 90 million unique customer profiles and 2 billion annual transactions. The results included closed-loop measurement for advertisers and the ability to reach nearly 100% of Dollar General's customer base, driving engagement and purchase consideration both digitally and in-store.

Dollar General

Chad Fox

Chief Marketing Officer