RaceTrac retail media network: Trac Media Group explained

RaceTrac sells frequency. Its launch release built the pitch on the daily routine: the morning coffee, the fill-up on the way home, the cold drink in between (RaceTrac, 27 October 2026). That suits impulse categories such as energy drinks, snacks and foodservice. A beverage brand could, for example, pair a message at the pump with a checkout offer for Rewards members in the same week.

The parent company is broader than one store brand. RaceTrac, Inc. also runs RaceWay stores, about 1,200 Gulf-branded locations and more than 445 Potbelly sandwich shops. The release calls extending the network to those brands a "long-term vision" (RaceTrac, 27 October 2026). If that happens, one buy could span company stores, branded fuel sites and a restaurant chain. Today, though, only RaceTrac-branded stores are in the network, so buyers should plan against that footprint.

The loyalty program was rebuilt first. In February 2026 RaceTrac partnered with Capillary Technologies to move RaceTrac Rewards to a tiered format with offers matched to each customer's context (C-Store Dive, 6 February 2026). The network launched nine months later. A loyalty ID on each transaction is what lets a chain link an ad to a sale, so the order of those steps matters.

In-store and forecourt. The launch names physical touchpoints "from the fuel pump to the checkout" (RaceTrac, 27 October 2026). RaceTrac has not said whether pump placements are screens it runs itself or a shared pump-screen network. Ask before you buy, because that decides whether Rewards data can target the ad. How store and forecourt screens are counted is covered in in-store retail media.

Onsite and offsite. The network page lists "On-Site" and "Off-Site" next to "In-Store" (RaceTrac, accessed 9 November 2026). RaceTrac has not named the onsite formats; its app and Rewards program are the channels to ask about. We found no description of offsite partners in RaceTrac's own material.

Region. RaceTrac operates in 14 states, historically across the Southeast, and has recently opened in Ohio, Indiana and the Carolinas (CStore Decisions, 27 October 2026). National brands should expect a regional buy.

Trac Media Group targets with RaceTrac Rewards data. NACS summarised the offer as data on visit frequency, purchase behaviour and loyalty engagement (NACS, 28 October 2026). The network page adds that RaceTrac centralises and enriches its data into an "omnichannel view" of customers, built on what it calls a first-party identity network.

RaceTrac has not said how it protects that data when brands use it. We found no mention of a clean room, aggregation thresholds or what reports a brand receives. Ask for those terms in writing.

RaceTrac promises measurement that ties campaign spend to sales (company claim). In practice, closed-loop measurement at a fuel chain covers only transactions where the shopper scans a Rewards account. The share of sales that carry a Rewards ID is the single most useful number to request. RaceTrac has not published it.

No method, attribution window or third-party audit has been published. The IAB and IAB Europe in-store definitions frame how pump and store impressions should be counted, as explained in retail media measurement standards explained.

1. Contact the team. Use the contact form on racetrac.com/trac-media-group or the email address in the launch release.
2. Confirm the footprint. Ask which of the 620+ stores listed on the network page and which states your campaign can cover.
3. Ask how pump and checkout media are run, and whether Rewards audiences can target them.
4. Agree the sales read before launch: Rewards share of transactions, attribution window and control group.
5. Plan for expansion only once RaceTrac confirms dates for RaceWay, Gulf or Potbelly.

It suits:

• beverage, snack, candy and foodservice brands sold at RaceTrac;
• brands focused on the US Southeast and the routes RaceTrac serves;
• advertisers who want to reach frequent, routine shoppers near the moment of purchase.

It suits less:

• brands needing national convenience reach in one buy;
• advertisers that require self-serve tools or published rate cards;
• buyers who need audited metrics before committing budget.

• Named ad formats, rate cards and minimum spend.
• Any ad technology or pump-screen partner.
• The date of the first live campaigns and any offsite launch.
• The share of RaceTrac transactions linked to Rewards accounts.
• Loyalty membership: the network page says nearly 5 million members; a trade report gives a different figure.

1. RaceTrac, Inc., "RaceTrac, Inc., Launches Trac Media Group" (27 October 2026). https://www.racetrac.com/about-us/news-media/articles/racetrac-inc-launches-trac-media-group
2. RaceTrac, "Trac Media Group: RaceTrac Retail Media Network" (accessed 9 November 2026). https://www.racetrac.com/trac-media-group
3. C-Store Dive, "RaceTrac adds retail media network" (28 October 2026). https://www.cstoredive.com/news/racetrac-adds-retail-media-network/872944/
4. NACS, "RaceTrac Launches Retail Media Network" (28 October 2026). https://www.convenience.org/stay-current/news/2026/october/28/racetrac-launches-retail-media-network
5. CStore Decisions, "RaceTrac Launches Retail Media Network at 600 Locations" (27 October 2026). https://cstoredecisions.com/racetrac-launches-retail-media-network-at-600-locations/
6. C-Store Dive, "RaceTrac joins wave of loyalty updates" (6 February 2026). https://www.cstoredive.com/news/racetrac-updates-rewards-program/811489/