Kroger Precision Marketing Adds Video and CTV Data

Kroger Precision Marketing (KPM), the retail media business of supermarket giant Kroger, which is powered by the chain's loyalty card data business 84.51 degrees, has expanded its private programmatic marketplace to include video and CTV inventory.

The KPM self-service platform applies data science to help connect consumer packaged goods (CPG) brands with relevant households, produce targeted communications that reward shoppers, and drive incremental purchases. The platform is driven by 84.51 degrees, which taps into purchase data from 60 million households from Kroger's stores, allowing CPGs to use multiple channels to connect with customers.

With KPM's new programmatic capabilities, advertisers will be able to access audience intelligence through retail sales data to reach relevant CTV and video households. In addition, the service will enable campaign measurement against attributable retail sales and household penetration. Cara Pratt (pictured), SVP of KPM, comments: 'Our retail data precisely reaches households - such as lapsed or infrequent brand buyers - and then matches advertising exposure to store sales to measure brand impact. Our expansion into CTV and video demonstrates how retail media is driving greater accountability across the entire media supply chain'.

Web sites: www.krogerprecisionmarketing.com and www.8451.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.