Total Retail Talks

How Kroger's Programmatic Advertising Marketplace is Benefitting Brands

January 03, 2022

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Listen in as Cara Pratt joins Total Retail Talks to discuss the business and her role at 84.51°, the genesis of Kroger Precision Marketing's Private Marketplace, and the potential benefits for brands and agencies utilizing the marketplace and its wealth of first-party data.

She also shares how the coming elimination of third-party cookie tracking factors into the marketplace's offerings, and how KPM is striking the right balance between providing brand insights and protecting customer data. In addition, she discusses how beta testers uncovered insights and use cases for KPM's Private Marketplace, and the three primary areas KPM is focusing on to improve the marketplace for brands and agencies going forward.

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