Walgreens Advertising Group partners with Rokt to launch AI-driven post-purchase ads on order confirmation pages for non-endemic brands

Walgreens Advertising Group teams up with Rokt on AI-driven retail media

12/8/2025 - Walgreens Advertising Group (WAG) is expanding its retail media ecosystem through a new partnership with Rokt, bringing machine learning and AI to the post-purchase moment on Walgreens.com.

The agreement opens a new placement on the order confirmation page, giving non-endemic brands a way to reach high-intent shoppers right after a transaction. That's a rare signal: purchase completed, attention still on screen, and a clear context for relevant offers.

What Walgreens and Rokt said

"At Walgreens Advertising Group, we are committed to connecting brands with one of the most loyal and engaged consumer bases in the country," said Abishake Subramanian, group vice president, consumer marketing, Loyalty and Walgreens Advertising Group. "By expanding our retail media ecosystem with AI-powered capabilities, we're giving advertisers new ways to engage customers in meaningful moments while creating incremental value for Walgreens."

"We are very excited to work with a respected household name like Walgreens to deliver real-time relevance for Walgreens Advertising Group's audience of consumers nationwide," said Craig Galvin, chief revenue officer at Rokt. "Together, we're planning to unlock a new monetization channel that enhances the customer experience and delivers measurable performance at scale, while also putting Walgreens' in-house initiatives at the forefront to maximize the company's customer experience."

Why this matters for marketers

• Access to a post-purchase placement where attention is high and friction is low.
• Non-endemic eligibility expands opportunities for categories like travel, finance, entertainment, and telecommunications.
• AI-driven decisioning increases the likelihood of relevance, which can lift CTR and conversion versus generic site placements.
• First-party data context without third-party cookies, aligning with where retail media is heading.

Practical plays to test first

• Lead gen with a clear value exchange: cash-back card offers, free trials, or bonus miles for next purchase.
• "Next best action" add-ons: warranties, subscriptions, and membership perks that complement a recent order.
• Retention loops: rewards boosts or app installs that move customers into owned channels.

Creative and offer guidelines

• Message for the moment: acknowledge the purchase state and keep copy concise. Two lines and a single clear CTA is usually enough.
• Make the math obvious: show savings, bonus points, or trial length upfront.
• Keep load light: static or lightweight rich media; avoid anything that could slow the confirmation page.

Measurement and control

• Define success before launch: CPA/CPL for lead gen, ROAS for direct response, and downstream LTV for subscription trials.
• Use holdouts or geo splits to confirm incremental lift versus last-click skew.
• Monitor frequency and suppress recent converters to avoid wasted spend.

Example use cases for non-endemic brands

• Travel: award miles for starting a flight or hotel search from the confirmation page.
• Financial services: instant pre-qual for a cash-back card with a Walgreens-specific incentive.
• Streaming and entertainment: 30-day trial with bonus loyalty points for activating within 24 hours.

How it fits the bigger picture

Retail media keeps growing because it pairs real transactions with privacy-forward, first-party signals. Post-purchase inventory brings new intent and tight feedback loops for optimization.

For a broader view of how retail media is maturing, see IAB's resources on the category here.

Quick checklist to get started

• Clarify objective: lead gen, subscription trials, or direct sales.
• Set guardrails: daily caps, frequency, and audience exclusions.
• Ship two creatives: one value-forward, one urgency-led; A/B test for 7-14 days.
• Track more than clicks: tie outcomes to sign-ups, activations, and 30-day value.
• Plan a second pass: use early signals to refine offer depth and creative framing.

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Bottom line: WAG's partnership with Rokt gives brands a fresh, intent-rich touchpoint. If your category fits, test fast with a clear offer, strict measurement, and tight creative. Then scale what proves incremental.