American grocery giant Kroger has launched a programmatic advertising marketplace, through which agencies and brands can reach its consumers.
Kroger serves 60 million US households each year. The new Kroger Private Marketplace has been developed by its retail media business Kroger Precision Marketing (KPM), powered by 84.51° - the firm staffed by the former workforce of dunnhumbyUSA, itself a joint venture between Kroger and retail analytics pioneer dunnhumby. Using the Marketplace, brands can reach relevant Kroger shoppers within their preferred ad-buying platform and optimize performance against actual in-store and online sales.
Advertisers can segment their audiences to match campaign objectives using targeting science available through KPM to reach relevant households that Kroger says will deliver the 'strongest sales impact'. In addition, they will have self-service access to retail performance metrics such as sales lift, new buyers and household penetration.
Cara Pratt (pictured), SVP of Kroger Precision Marketing at 84.51°, comments: 'We built The Kroger Private Marketplace to be flexible for agencies - while protecting the privacy of our shoppers. You design the audience, choose the measurement criteria, set the safety standards, and activate in your tech stack. We're setting the bar for the future of programmatic media'.
Web sites: www.krogerprecisionmarketing.com and www.8451.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.