Video and connected TV (CTV) are two new digital platforms that are now included as part of The Kroger Co.’s retail media business, Kroger Precision Marketing (KPM), the company said Tuesday. The expansion will build upon the Private Marketplace, which KPM launched in 2021.
Powered by the Cincinnati-based grocer's 84.51° data science firm, advertisers will now be able to use the retailer’s sales data to reach households with tools like Magnite, OpenX, PubMatic and Xandr to gain audience data.
“Streaming is the No. 1 way people consume TV today,” said Cara Pratt, SVP of Kroger Precision Marketing, in a statement. “That means the majority of TV viewing hours can now be optimized in the programmatic environment. 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.”
News of the expansion into video and CTV comes at a time when consumer packaged goods (CPG) advertisers have faced years of audience fragmentation in traditional TV.
“The scale and quality of Kroger’s first-party data has enabled us to optimize CTV delivery for our advertisers against actual stores sales. We are effectively driving in-store sales via television in a tangible way,” said Kelly Metz, managing director of Advanced TV at Omnicom Media Group, in a statement.
The latest expansion shows how retail media is driving greater accountability across the entire media supply chain, Pratt said.
"We’re proud to be working closely with brands and agencies as we make their programmatic advertising investments more effective and efficient," Pratt added.
Advertisers will have self-service access to audience intelligence through retail sales data to reach relevant CTV and video households; customizable premium CTV and video inventory in a centralized private marketplace; and campaign measurement against attributable retail sales and household penetration, KPM said in a statement.