Dollar General’s DG Media Network (DGMN) and data collaboration platform LiveRamp have teamed together to bridge the digital divide between consumer packaged goods businesses and rural areas. The platform aims to reconcile Dollar General customers’ online and offline identities in order to gain a better understanding of difficult-to-reach audiences across populations and geographies, while also providing the retailer with the interoperability required to collaborate with strategic brand and technology partners. This has allowed marketers to reach almost 100% of Dollar General’s consumers, raise awareness and drive purchase consideration online and in-store, and gain insight into 2 billion-plus transactions yearly by accessing real-time customer data in 47 states. Dollar General is collaborating with more than 50 other organisations on privacy-sensitive data in order to enhance the incremental return on advertising investment. The improved DGMN platform intends to assist marketers in strengthening their interactions with rural customers in order to generate more meaningful engagements.

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