iProspect Wins Paid Media AOR for Dollar General [Video]

Dollar General has named Dentsu-owned media agency iProspect its paid media agency of record following a competitive review.

The agency will oversee media planning for both the discount retail chain and its retail media network, DGMN. Dollar General spent $80 million on paid media in 2024, with $60 million of the budget spent on digital ads, according to research firm COMvergence.

Through the partnership with iProspect, Dollar General aims to “drive greater efficiency across our media investments,” Tony Rogers, senior vice president and chief marketing officer at Dollar General, said in a statement. The retailer has more than 20,000 stores in 48 states.

Dollar General launched its retail media network in 2018. In 2024, it announced a partnership with Criteo, which is still ongoing, to power onsite ads.

“At iProspect, we are focused on taking a holistic approach to media planning and identifying human-centric solutions for brands that drive accelerated growth,” Liz Rutgersson, CEO of iProspect North America, said in a statement.

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