Kroger launches Private Marketplace to debut first-party targeting capabilities
The Kroger Co.’s retail media business, Kroger Precision Marketing (KPM) powered by 84.51°, has announced the launch of a new private programmatic advertising marketplace. The Kroger Private Marketplace allows agencies and brands to reach consumers by applying Kroger audience data to programmatic campaigns within their preferred ad-buying platform.
As America’s largest grocery retailer, Kroger serves 60 million households annually nationwide. The Kroger Private Marketplace makes buying easier while providing advertisers unmatched flexibility, speed, and control of their campaigns. For the first time, brands can now reach the most relevant consumers across the web, using their own DSP of choice, and then optimize performance against actual retail sales.