Dollar General is moving to attract a rural consumer base and is expanding its retail media network, DGMN. The discount chain is also growing its partnerships with media and marketing platforms, including demand-side platform The Trade Desk, Google Ad Manager, and ad agency The Goodway Group, to augment its promotion and plan its media strategies. The discounter has teamed up with LiveRamp previously. As the competitors amp up their retail media to vigorously advertise their offerings, Dollar General is also boosting its marketing efforts to stay ahead of its rivals. Dollar General runs more than 18,000 stores in 47 states and claims to process over 2 billion transactions per year. The retailer now wishes to win the hearts of consumers living in distant rural areas.

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