Since bringing its retail media capabilities in-house, grocery giant Kroger continues to develop its self-service strategy for advertisers, Cara Pratt, SVP, Kroger Precision Marketing at 84.51°, recently told EMARKETER.

“What we’ve focused on is moving off-site from more of a managed way to a system that gives advertisers more flexibility and transparency into what’s being bought, how it’s being bought, and the rates that they buy it at,” she said.

The move is part of a larger push to give its retail media advertisers more control and flexibility. For example, last fall the company partnered with demand-side platform (DSP) The Trade Desk, and it plans to partner with other DSPs, Pratt said.

“We’re going to create the opportunity for brands to tap into our audience and transact in their preferred DSP,” she said.

Pratt said the company is also testing new ways to segment audiences.

• By leveraging its consumer insights, Kroger is able to create highly curated audiences, which help advertisers reach the right audiences and maximize their investments.

• “We’ve run tests of using our curated audiences versus brands using their traditional tactics to identify target audiences and we’ve been able to execute 50% fewer impressions and deliver the same sales impact,” said Pratt.