Kroger launches programmatic advertising marketplace
28 October 2021
US grocery giant Kroger has launched a programmatic advertising marketplace, through which agencies and brands can reach its consumers.
Kroger serves 60 million American homes each year. Kroger’s new private marketplace was developed by its 84.51 °-powered retail media company Kroger Precision Marketing (KPM) – the company made up of former dunnhumbyUSA staff, itself a joint venture between Kroger and the pioneer in dunnhumby retail analytics. 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 goals using the science of targeting available through KPM to reach the relevant households that Kroger says will deliver the “greatest sales impact.” In addition, they will have self-service access to retail performance metrics such as increased sales, new buyers and household penetration.
Cara Pratt (photo), Senior Vice President 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 buyers. You design the audience, choose the measurement criteria, define the security standards and activate your technology stack. We are setting the bar for the future of programmatic media ”.