Dollar General

One of the largest discount retailers in the US by store count, with a growing retail media network targeting CPG advertisers seeking rural and suburban reach

Dollar General Corporation is a leading American discount retailer founded in 1939 and headquartered in Goodlettsville, Tennessee. With over 19,000 stores across 47 states, it serves primarily rural and suburban communities with everyday essentials at low prices. The company targets value-conscious shoppers, particularly in areas underserved by larger retailers, making it a critical distribution and marketing channel for consumer packaged goods (CPG) brands. From an advertising and marketing perspective, Dollar General operates DG Media Network, its retail media arm that allows CPG advertisers to reach its customer base through on-site and off-site digital advertising, in-store promotions, and sponsored product placements. With tens of millions of shoppers and a robust loyalty program (DG GO! and myDG), the company offers first-party purchase data that is highly valuable to brand advertisers seeking to reach price-sensitive, rural, and suburban demographics that are difficult to reach through traditional digital channels. Dollar General is publicly traded on the NYSE and generates revenues exceeding $37 billion annually, making it one of the largest retailers in the United States by store count. Its scale, geographic footprint, and loyal customer base position DG Media Network as an increasingly competitive player in the fast-growing retail media landscape, competing with networks run by Walmart, Kroger, and other major retailers.