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The Masterji Brief: 2 updates for 22 July 2026
2 verified updates from 2 sources: News (1) and Commentary (1).
This edition contains 2 verified updates from 2 original sources: News (1) and Commentary (1).
The complete edition
2 stories, clearly separated
News Story 1 of 2
Massmart and Criteo launch a South Africa retail media collaboration
What happened
Criteo and Massmart announced a retail media collaboration in South Africa. The companies said it will help brands and marketplace sellers reach consumers across Massmart's South African digital properties.
Confirmed details
Massmart is introducing Sponsored Product Ads and Onsite Display Ads. Criteo said its Commerce Yield platform lets Massmart advertisers manage campaigns on the retailer's website and app. The companies said the advertising formats are already available on Makro.co.za.
Commentary Story 2 of 2
Modern Retail examines Albertsons' episodic branded-entertainment campaign
The argument
Modern Retail argues that retail media content is becoming more complex as brands invest in video for store screens and ecommerce apps. The article presents Albertsons Media Collective's first episodic campaign with Procter & Gamble as an example.
Detail
Rico's Tacos has 22 episodes under three minutes for in-store screens, Albertsons' ecommerce platform and social media. Retail media executives told Modern Retail that the series reflects brand confidence in retail media as a custom-content channel. The article says Albertsons plans similar campaigns across more series, formats and brand collaborations.