Albertsons Media Collective has rolled out a new off-site feature that lets consumers add products, recipes, coupons, or offers directly to their Albertsons cart from media placements across the open web.

The new “Add-It” feature is currently available for display and shoppable content, with connected TV (CTV) and social integrations on the way.

Why it matters: The functionality reflects a wider industry move to collapse the gap between discovery and conversion by embedding purchase moments into more channels across the open web.

It also aligns with rising interest in shoppable experiences.

• There will be 89.3 million shoppable media buyers in 2026, representing 38.5% of all digital buyers, per a November 2025 EMARKETER forecast.
• Marketers are leaning in as well: 41.8% of US marketers already use interactive and shoppable formats across social and CTV, according to April 2025 data from EMARKETER and Smartly.

General Mills is one of the early partners piloting the new technology.

• The company built a Chex holiday campaign around limited-edition Peanuts-themed packaging, a “buy three, get a free tin” promotion, and a seasonal recipe designed to drive incremental sales.
• Using Albertsons’ off-site shoppable tools, consumers could add all three sponsored cereals to their digital carts with a single click, immediately qualifying for the holiday-themed tin.

Photo: Albertsons Media Collective

“At General Mills, we’re always looking to make the path from inspiration to purchase seamless for shoppers,” said Janine Cushman, customer marketing manager at General Mills, in a press release. “Albertsons Media Collective’s new capabilities are creating a smoother, more direct journey for our consumers.”

This approach is also laying groundwork for future commerce interactions across CTV, social, and programmatic environments, where shoppable moments can scale even further.

“Retail media should add value, not complexity, to the shopper experience,” said Evan Hovorka, vice president of product innovation at Albertsons Media Collective, in a press release. “This technology unlocks a new era of frictionless commerce where inspiration seamlessly leads to action.”

This article was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting. All AI-generated contributions have been reviewed, fact-checked, and verified for accuracy and originality by EMARKETER editors. Any recommendations reflect EMARKETER’s research and human judgment.

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