Bridg, a division of commerce media platform Cardlytics, Inc. (NASDAQ: CDLX), and Hy-Vee, Inc., one of the largest supermarket chains in the Midwest operating across nine states, today announced a partnership to strengthen the capabilities and reach of their retail media networks.
Hy-Vee’s RedMedia, the grocer’s in-house retail media network, has joined Rippl, the leading national consortium of regional grocers and convenience stores in the U.S. powered by Bridg. Through this partnership, Rippl will provide RedMedia the ability to enrich its first-party data, build complementary off-site capabilities, and broaden and strengthen customer engagement. The addition of RedMedia introduces more than 285 Hy-Vee grocery stores to Rippl’s network and further amplifies the collaboration opportunities between retailers, brands and non-endemic partners.
“This partnership is a testament to the power of collaboration,” said Enrique Muñoz Torres, General Manager of Bridg. “We are delighted to welcome Hy-Vee and its growing retail media network, which further strengthens Rippl and provides advertisers and agencies with even greater reach and access to shopper audiences.”
Since 2023, RedMedia has been building its retail media network capabilities. Its partnership with Rippl highlights the broader trend of regional grocers recognizing the power of aggregated, unified retail media solutions to boost customer engagement.
“Hy-Vee RedMedia has the unique capability to enhance brand optimization and expand reach within our diverse customer base,” said Kathryn Mazza, President of Hy-Vee’s RedMedia and Chief Marketing Officer at Hy-Vee. “Our partnership with Rippl enables us to offer suppliers a top-tier solution and allow them to connect with shoppers exactly where they are making their purchasing decisions.”
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