As the retail media space continues to heat up, Kroger wants in on the action.

Kroger Precision Marketing (KPM), powered by 84.51° retail data science, insights and media company, announced the launch of its new private programmatic advertising marketplace on Wednesday during Advertising Week.

The new offering allows brands to reach shoppers across the web, using their own demand-side platform and then optimize performance against actual retail sales. It allows agencies and brands to leverage Kroger retail sales. And per the grocer, media buyers can design the audience, choose measurement criteria, set safety standards and activate all within their tech stack. Finally, the new marketplace offers self-service access to things like targeting, metrics and verification.

Back in early 2020, Kroger beefed up its advertising offering, rolling out a new attribution capability to compete with the likes of Amazon. Since then, Lowe’s, Family Dollar Brand and others have launched their own retail networks.

Digiday caught up with Cara Pratt, senior vice president, Kroger Precision Marketing at 84.51° to talk about the new offering and the future of retail media.

Click here to read the full Digiday article.