Dollar General Introduces Evolution Of Retail Media Network, DGMN


Enhanced Media Network Aims to Better Serve Rural Communities Through Unique Audience Insights and Closed Loop Reporting, Adding Value to Customers and Brand Partners

With an ability to reach more than 90% of active DG customers through paid media, DGMN enables advertiers to both digitally and physically build awareness, drive purchase consideration and position DG as the retailer of choice for consumers seeking many of America’s most trusted brands. With approximately 75% of DG stores currently serving markets of 20,000 or fewer people, DGMN solutions create more meaningful connections between partners and customers, engaging with those hard-to-reach customers potentially overlooked with traditional digital marketing tactics.

“The next iteration of Dollar General’s retail media network, DGMN, is a significant evolution as we look to better serve our markets and customers, particularly those in rural areas, with the brands and products they desire,” said Charlene Charles, head of DG Media Network Operations. “Typically, digital platforms focus their delivery on high volume efficiency plays, which naturally skew to more densely populated markets for optimization. DG’s first-party data addresses this gap, allowing brands to tap into our unduplicated, extensive and accelerating reach.”

“At Dollar General, we know our customers well, and we continue to identify ways in which we can best service our communities – not just through our brick-and-mortar stores, but also digitally,” continued Charles. “DGMN is providing digital solutions specifically tailored to our customers with a more convenient, frictionless and personalized shopping experience.”

Dollar General’s commitment to building media better through DGMN is evident in the thoughtful insourcing of capabilities, such as sales, client success, decision science and analytics, balanced with strategic technology partnerships.

DGMN’s strategic partners include the largest independent demand-side platform, The Trade Desk; Live Ramp for data collaboration, including advanced data clean room capabilities; Google Ad Manager for onsite and in-app inventory management; and Goodway Group for unmatched expertise in digital media strategy, planning and buying. These partnerships come together in a proprietary audience-centric solution rooted in transparency, delivering closed-loop 1:1 measurement, insights and reporting that identifies both attribution and incrementality.

Dollar General’s more than four million monthly active app users are also consistently engaging with current in-app platforms to discover DG Digital Coupons, explore DG’s Weekly Ad, pre-shop and engage in ecommerce. Continued engagement plays a critical role in DGMN’s expanding audience-first media design.

The evolved media network now includes 21 new advertising partners representing brands such as Unilever, General Mills, Hershey’s and Colgate-Palmolive. Notably, Unilever has been working with Dollar General’s media network since 2018.

“From the onset, DGMN has been a truly collaborative partner, continually working to build capabilities and drive our mutual business,” said Jayme Jansky, head of field shopper marketing at Unilever. “Together with DGMN, we can develop campaigns rooted in data-driven insights to strategically connect with and convert key audiences among their growing marketable profiles.”

DGMN is additive to Dollar General’s existing roster of digital offerings, which include DG Self-Checkout, DG Pickup, DG Digital Coupons, DG’s Cart Calculator and Shopping List, DG Rewards and the DG app.