New programmatic capability applies first-party retail data to boost advertising efficiency and measure CPG sales impact  

Kroger Precision Marketing (KPM), the retail media business of The Kroger Co., powered by 84.51° has expanded its private programmatic marketplace to include video and CTV inventory. Advertisers will now use the retailer’s sales data to reach relevant households with premium inventory suppliers like Magnite, OpenX, PubMatic, and Xandr.  






With the Kroger Private Marketplace, advertisers will have self-service access to:


Exclusive 1P Targeting

Identify and reach relevant households through retail sales data


Flexible Activation  

Transact seamlessly within existing client tech stacks



Meaningful Measurement

Campaign measurement against attributable retail sales and household penetration


Programmatic case study: The J.M. Smucker Co./Meow Mix Brand 

The J.M. Smucker Co. and their Publicis Groupe bespoke agency, PSOne, were close partners in building and testing the Kroger Private Marketplace. See how they utilized this private marketplace to develop a custom targeting strategy—and deliver against their objective of driving trial for Meow Mix Tasty Layers at Kroger and reach those audiences on the open web. 

See Case Study 





How retail data is shaping the next chapter of programmatic media