DG Media Network Expands Commerce Media with Google’s Commerce Media Suite and YouTube

Today, DG Media Network (DGMN) is announcing a new collaboration with Google and YouTube that brings Dollar General’s first‑party retail signals directly into YouTube and Display & Video 360 (DV360) through Google’s Commerce Media Suite. The result is a more connected, measurable and performance‑driven way for brands to reach high‑intent shoppers across the full funnel.

Unifying Brand and Shopper Marketing at Scale

With this collaboration, brands can now activate Dollar General shopper audiences built from real retail purchase signals across YouTube and premium third‑party inventory, all within DV360. This unlocks a single platform to manage both brand and shopper campaigns with the same accountability, optimization and performance expectations as broader enterprise media investments.

By connecting Dollar General’s retail data with the reach of YouTube and the intelligence of Google AI, advertisers can seamlessly move from awareness to consideration to conversion, optimizing every dollar across the shopper journey.

Reach High‑Intent Shoppers Where Discovery Happens

YouTube is where DG shoppers already learn and shop, with viewers watching more than 90 million hours of shopping content every day. Through this collaboration, brands can now meet Dollar General shoppers in those moments of inspiration, allowing brands to pair activations across owned and onsite channels with reach into one of the world’s most influential platforms.

This expanded reach allows advertisers to engage high‑frequency shoppers across rural, suburban and urban communities, reinforcing Dollar General’s proximity at scale while delivering national impact.

Closed‑Loop Measurement Down to the SKU

Measurement remains at the core of this collaboration. DGMN and Google are introducing SKU‑level conversion reporting in DV360, enabling brands to directly connect YouTube and display media exposure to actual Dollar General sales.

This closed‑loop attribution provides a clear line of sight from media investment to in‑store performance, giving advertisers the confidence to scale commerce media with transparency and precision.

Powering the Next Phase of Commerce Media

This collaboration reinforces DG Media Network’s commitment to being the most innovative, collaborative and consumer-centric retail media network to bring the most value to DG shoppers and advertisers. By unifying retail data, premium media and closed‑loop measurement, DGMN, Google and YouTube are setting a new standard for commerce media that works as hard as the shoppers it reaches.

As DGMN continues to expand the ways to reach its 100MM+ unique profiles, this partnership represents another step forward in turning Dollar General’s unique reach, scale and shopper frequency into measurable national growth.