The Kroger Co.’s retail media business, Kroger Precision Marketing powered by 84.51°, announced the launch of a private programmatic advertising marketplace, Wednesday. The Kroger Private Marketplace allows brands and agencies to reach consumers by applying Kroger audience data to programmatic campaigns within their preferred ad-buying platform, according to Kroger Precision Marketing. The retailer serves 60 million households annually nationwide.
The Kroger Private Marketplace provides advertisers flexibility, speed, and control of their campaigns, according to Kroger Precision Marketing. Brands can now reach the most relevant consumers across the web, using their own demand-side platform of choice, and then optimize performance against actual retail sales.
Advertisers tailor their audiences to match campaign objectives using targeting science available through Kroger Precision Marketing. For example, when aiming for conversions, the targeting science will enable brands to reach relevant households that will deliver the strongest sales impact. These activations have resulted in household penetration gains from new and lapsed households – with at least 3x more sales than the average consumer (84.51° internal 2021).
“We built The Kroger Private Marketplace to be flexible for agencies – while protecting the privacy of our shoppers,” says Cara Pratt, senior vice president, Kroger Precision Marketing at 84.51°, in a statement. “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.”
With The Kroger Private Marketplace, advertisers will have self-service 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
“We’re still in the early days of seeing ecommerce disrupt shopping habits,” said Pratt, in a statement. “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.”
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