“Kroger Precision Marketing is expanding its private programmatic marketplace to include video and connected TV inventory, fueling a convergence of three dominant media trends—CTV, programmatic buying and retail media,” Ad Age’s Jack Neff reports.

The details: “With the expansion, which recently went live with packaged goods brands and agencies, advertisers can use sales data from the largest supermarket retailer loyalty program—with around 60 million households—to reach targeted households via premium inventory suppliers that include Magnite, OpenX, PubMatic and Xandr,” Neff adds.

Essential context: “The move comes as advertiser interest—particularly CPG advertiser interest—in CTV is growing quickly, along with a recent explosion in retail media offerings and the availability of retail purchase data to target and measure the effectiveness of ads,” Neff notes.

Click here to read the full Ad Age article.