DIGITS Agency, Associated Food Stores launch regional retail media network

DIGITS Agency and Associated Food Stores are partnering to launch a regional retail media network that starts with 45 stores in Utah and Nevada in Q4 2026, with a full CPG rollout planned for Q1 2027. The move gives brands a new way to reach loyal Intermountain West shoppers while AFS keeps retail operations focused on its independent grocer network.

Why it matters: - The partnership gives brands direct access to shoppers in high-loyalty regional grocery markets across the Intermountain West. - Associated Food Stores can add a new revenue stream without shifting focus away from supporting retailer-owners. - DIGITS expands its managed retail media footprint in regional grocery, where national chains often dominate ad inventory.

What happened: - DIGITS Agency and Associated Food Stores announced a partnership to launch a regional Retail Media Network. - The launch starts with a pilot in Q4 2026. - A full-scale CPG program launch is set for Q1 2027. - The initial network focuses on AFS-owned and operated banners. - The first phase covers 45 stores in Utah and Nevada.

The details: - The initial banners include Macey's, Fresh Market, Lin's Fresh Market, Dan's Market and Dick's Market. - Associated Food Stores is based in Utah and serves independent grocers across eleven Intermountain states. - The launch creates a path to expand into AFS's broader network of almost 500 independently owned supermarkets. - The media stack includes on-site search and display advertising, off-site programmatic display, social advertising, digital coupons and in-store digital screens. - Brands will work directly with the DIGITS team rather than through a third party. - The RMN includes annual program commitments for strategic planning. - The program also includes managed service across on-site, off-site, social and in-store channels. - The network will use audience targeting and performance tracking across placements. - DIGITS says the arrangement makes the company the largest full-service management agency for regional grocer retail media networks in the country. - Associated Food Stores says the initiative helps supplier partners reach shoppers through a professional, direct channel.

Between the lines: - The structure shows a bet on regional grocery loyalty as a media asset, not just a sales channel. - Full-service execution lowers complexity for brands that want retail media scale without building their own operations. - The pilot approach suggests both companies want to prove performance before widening the program.

What's next: - DIGITS and Associated Food Stores will run the pilot in late 2026. - The companies plan to broaden the program with a full CPG launch in early 2027. - Future expansion could extend beyond the first 45 stores into AFS's larger store base. - Brands can expect campaign approval and managed execution through DIGITS rather than direct hands-on trafficking.

The bottom line: - DIGITS and Associated Food Stores are turning a regional grocery footprint into a retail media platform with scale, managed service and a clear expansion path.

About DIGITS Agency: - DIGITS is a retail media agency focused on commerce media, data, performance and execution. - More information is available at digitsagency.com.

About Associated Food Stores: - Associated Food Stores is a retailer-owned wholesale cooperative based in Salt Lake City, Utah. - The cooperative has supported independent grocers since 1940 through warehousing, distribution, logistics and retail solutions. - More information is available at afstores.com.