H-E-B is expanding its retail media footprint with the launch of a new self-service advertising platform, developed in partnership with Epsilon.

• The update enables brands to independently manage promoted product campaigns across H-E-B's website and the My H-E-B app.
• It gives advertisers access to 24/7 campaign reporting metrics and bulk management tools.

Why it matters: Self-service enables advertisers more control over how they launch, manage, and measure their campaigns.

• With these new capabilities, H-E-B appeals to bigger brands that want a more hands-on experience, while also still offering a managed service for brands that may want a more white-glove experience.
• “We want to ensure all brands of all sizes have the opportunity to reach local Texas communities with a relevant message,” said Sean Ransenberg, managing director and GM of H-E-B Retail Media. “That was one of the biggest drivers for self-service—giving all brands the opportunity to invest and drive their business."

Ransenberg emphasized that the launch was timed deliberately.

“We wanted to make sure that every promoted product or paid placement on the site lived up to H-E-B’s expectations of customer experience,” he said. “That meant ensuring the right relevancy algorithms were in place to protect the digital shopping experience."

In addition to Epsilon, H-E-B is working with Skai, a commerce media platform, to expand advertiser access and optimization capabilities.

• Looking forward, H-E-B plans to expand buying integrations and enhance platform reporting.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.