Kroger Launches New Programmatic Advertising Marketplace to Back Suppliers; Cara Pratt and Helen Lin Discuss
CINCINNATI, OH - As the retail space becomes more and more competitive, the need for powerful marketing tools is essential. In an effort to help agencies and brands reach target audiences, Kroger’s retail media business, Kroger Precision Marketing (KPM) powered by 84.51º, has launched a new private programmatic advertising marketplace that allows users to apply Kroger audience data to campaigns within their preferred ad-buying platforms.
“We built The Kroger Private Marketplace to be flexible for agencies—while protecting the privacy of our shoppers,” said Cara Pratt, Senior Vice President, Kroger Precision Marketing at 84.51°. “You design the audience, choose the measurement criteria, set the safety standards, and activate in your tech stack. We’re setting the bar for the future of programmatic media.”
Serving over 60 million households annually, Kroger is one of the country’s largest retailers, providing access to a wide consumer base. According to a press release, the Kroger Private Marketplace will make buying easier while offering advertisers flexibility, speed, and control of their campaigns. Through the service, brands can now reach the most relevant shoppers across the web, using their own DSP of choice and optimizing performance against actual retail sales.
Through the platform, advertisers will be able to tailor their audiences to match their campaign objectives using targeting science that is exclusive to Kroger Precision Marketing. In effect, the platform pre-optimizes audiences to achieve business outcomes.
The Kroger Private Marketplace offers advertisers access to:
- Targeting solutions and audience science to reach relevant households
- Retail performance metrics such as sales lift, new buyers, and household penetration
- Quality controls including verification and brand safety tagging
An example provided in the release states that when aiming for conversions, the targeting science of Kroger Precision Marketing will enable brands to reach relevant households that will offer the strongest sales impact. These activations have resulted in household penetration gains from new and lapsed households, with at least three times more sales than the average consumer.
“We’re still in the early days of seeing e-commerce disrupt shopping habits,” continued Pratt. “This is an important time for brands to leverage retail insights to influence new shopping behaviors. Kroger’s private marketplace reaches relevant households and empowers teams to optimize campaign performance against actual business outcomes.”
The new platform furthers Kroger Precision Marketing’s commitment to safeguarding consumer data by utilizing a deal ID which enables appropriate programmatic use while still giving agencies the flexibility to activate across several platforms.
Publicis Groupe was the first holding company to participate in the alpha tests for the product, helping to shape the offering for not only its clients but the broader industry.
“Brands are looking for ways to tap first-party retail data and reduce ad waste,” says Helen Lin, Chief Digital Officer, Publicis Groupe. “The Kroger Private Marketplace uses retail sales data to unlock new optimization levers for programmatic buyers—while still giving them the flexibility to manage the campaign in our existing tech stack.”
As Kroger continues to expand in the marketing and advertising sector, AndNowUKnow will share the latest updates.