Big Village's EMX Partners with Kroger Data Business

CTV and omnichannel media measurement and planning specialist EMX by Big Village has partnered with Kroger Precision Marketing (KPM) to make Kroger's retail sales data available to advertisers through its Data Connected Private Marketplace (DCPMP) offering.

EMX is the programmatic tech division of ad tech and data company Big Village, previously known as ENGINE (outside the UK). KPM is the retail media business of supermarket group The Kroger Co., and is powered by 84.51°, the firm originally staffed by the former workforce of dunnhumbyUSA. Its programmatic advertising marketplace was launched a year ago and allows brands to reach relevant Kroger shoppers within their preferred ad-buying platform and optimize performance against actual in-store and online sales.

The collaboration will enable advertisers to create custom audiences using KPM's data to reach 120 million households in the US and activate via an offering called the Kroger-EMX Data Connected PMP (DCPMP). Users can then identify and measure sales lift by directly connecting KPM's proprietary data to EMX's.

Michael Zacharski (pictured), CEO at EMX by Big Village, comments: 'EMX by Big Village is committed to providing our clients with premium inventory and data that maximizes campaign performance. Our collaboration with Kroger Precision Marketing now allows advertisers to leverage our premium inventory while reaching millions of US households across all media channels'.

Web sites: www.big-village.com/emx and www.krogerprecisionmarketing.com .