As CTV investment accelerates, so does scrutiny. Marketers face pressure to validate every ad dollar, yet measurement across connected TV (CTV) remains fractured and disconnected from the outcomes that matter: Sales.

A new expansion of the partnership between Albertsons Media Collective and NBCUniversal aims to close that gap.

• The two companies have introduced CTV closed-loop measurement that securely connects NBCUniversal’s premium video ad exposures to Albertsons’ in-store and digital transactions.
• Using clean room technology, the partners link both companies’ first-party data to deterministically match impressions with real purchase behavior.

This allows marketers to see how premium CTV advertising influences revenue across the path to purchase.

“Advertisers have been asking for clearer proof that their CTV investments are driving real results,” said Evan Hovorka, vice president of product innovation at Albertsons Media Collective. “By securely connecting ad exposure to sales through clean room technology, we’re bringing more accountability and transparency to premium video content.”

This advancement builds on last year’s collaboration, which gave advertisers access to NBCUniversal’s premium video inventory through Albertsons Media Collective’s managed service.

Chobani puts closed-loop CTV to the test

Chobani was among the first brands to pilot the expanded offering to support its Protein Yogurt Drinks launch across Albertsons banners. Their spring campaign this year served as a full-funnel blueprint, layering NBCUniversal CTV awareness with social, offsite, and onsite activations.

• The campaign resulted in a 1.9x lift in new-to-brand social engagement and a $4.22 return on ad spend (ROAS) on premium CTV.
• In addition, the campaign achieved a 69% lift in ROAS from onsite and 43% ROAS lift from offsite compared with a prior January–February 2025 campaign without premium CTV.

“Premium CTV helped us turn awareness into action, and the strong ROAS lifts across onsite and offsite proved just how powerful a connected, full-funnel approach can be,” said Christen Spencer, director of shopper marketing at Chobani.

The bottom line: This development marks a shift in how marketers think about CTV’s role in the media mix. Premium CTV is becoming a true performance channel, not just an awareness driver. In addition:

• Retail media and TV are converging, erasing old boundaries between brand building and commerce.
• Data collaboration is mainstream, setting new expectations for accountability and transparency.
• Full-funnel planning is being redefined, with TV now influencing and proving outcomes at every stage.

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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