RaceTrac Launches New Retail Media Advertising Network
The convenience retailer now allows brands to run campaigns across 600 locations by leveraging store rewards program data.
Updated on Oct. 27, 2026 in Advertising
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RaceTrac has officially launched its retail media network, Trac Media Group, to allow brands to run advertising campaigns across its footprint. The platform uses data from the company's rewards program to connect marketers with shoppers at convenience locations.
Why it matters
Retailers are increasingly leveraging their own transaction data to monetize customer touchpoints through internal advertising networks. By integrating purchase behavior with digital and in-store channels, operators can create new revenue streams from their existing site traffic.
The new network spans 600 initial locations, drawing from a broader portfolio that includes 850 total RaceTrac and RaceWay stores. The company employs over 15,000 team members and manages operations alongside its other brands, such as 1,200 Gulf sites and 445 Potbelly shops.
The players
RaceTrac
An Atlanta-based convenience store operator with over 850 retail locations.
Trac Media Group
A newly formed retail media division designed to monetize customer engagement through advertising.
The details
Trac Media Group provides tools for brands to plan, buy, and measure advertising performance across digital, in-store, and forecourt channels. The platform functions by linking individual store visits to specific purchase behavior via the RaceTrac Rewards program. Future plans for the network include expanding these advertising capabilities across the company’s other retail brands, including Gulf and Potbelly locations.
Timeline
RaceTrac began serving guests in 1934.
The Trac Media Group launched on October 27, 2026.
Market Landscape
This move reflects the industry-wide shift toward retail media networks, where physical store operators monetize their proprietary customer data. It follows a growing pattern of chains transforming daily convenience routines into measurable digital advertising opportunities.
Owners should monitor whether customer-facing digital platforms enable similar data-sharing opportunities to open new revenue streams. Operators with robust loyalty programs should evaluate the feasibility of packaging site-traffic data for third-party brand partners.
The takeaway
Retailers are increasingly treating their physical footprints as data-rich media inventory rather than just traditional points of sale. To gauge potential for your own business, track how your current loyalty or rewards data could be anonymized and utilized for brand-partner advertising metrics.
Further reading
For additional context on how retailers are building new revenue streams, review the latest updates in Advertising.
More information
View complete program details on the Trac Media Group information page.
Live Poll
Do you trust retail companies using your purchase data to show you personalized advertisements?
