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

• Media Post: Kroger Expands To Video And Connected TV, Raises Full-Year Forecast

• Ad Age: Kroger Opens Data Marketplace for Connected TV and Streaming Ads

• Marketing Dive: Kroger Expands Retail Media Arm into Video, CTV

• Beet.TV: Retail Media Networks Drive Ad Outcomes for Brands: Kroger’s Halli Goddard  

• Media Village: Publicis Media's Spark Foundry Rocks the Retail Self-Checkout with Programmatic Offering

• MediaPost: Kroger Launches Private Programmatic Marketplace Built on First-Party Data  

• Total Retail: How Kroger's Programmatic Advertising Marketplace is Benefitting Brands  

• Digiday: Content and Commerce Are Converging: Kroger Precision Marketing SVP Cara Pratt on Evolution of Retail Media, New Offering 

• Marketing Dive: Kroger's New Private Programmatic Marketplace Courts CPGs with 'Pre-Optimized Audiences' 

• Ad Age: Kroger Launches Programmatic Market Built on Loyalty Data 

• Adweek: Kroger Unveils a Private Marketplace with First-Party Targeting 

How retail data is shaping the next chapter of programmatic media