In another effort to meet consumers where they are and engage them with relevant advertising, Kroger Precision Marketing is adding new video and connected television (CTV) capabilities. The retail media business arm of The Kroger Co. powered by 84.51° is teaming up with several ad exchange/inventory providers to deliver personalized content based on the retailer’s sales data.

The move comes as consumers continue to stream more shows at home. “Streaming is the number-one way people consume TV today,” said Cara Pratt, SVP at Kroger Precision Marketing. “That means the majority of TV viewing hours can now be optimized in the programmatic environment. Our retail data precisely reaches households – such as lapsed or infrequent brand buyers – and then matches advertising exposure to store sales to measure brand impact.”

Kroger Precision Marketplace introduced its private marketplace last year. This latest addition to the self-service platform for ad agencies and brands opens up new opportunities for them to execute campaigns across more channels in a centralized private marketplace. The enhanced programmatic capabilities also allow advertisers to measure the effectiveness of their campaigns against attributable retail sales and household penetration.

“The scale and quality of Kroger’s first-party data has enabled us to optimize CTV delivery for our advertisers against actual stores sales. We are effectively driving in-store sales via television in a tangible way,” said Kelly Metz, managing director, Advanced TV at Omnicom Media Group.

The program is now live, with services offered by video and CTV inventory suppliers including Magnite, OpenX, PubMatic and Xander.

Serving 60 million households annually nationwide through a digital shopping experience, and almost 2,800 retail food stores under a variety of banner names, Cincinnati-based Kroger is No. 4 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America. Click here to read the full Progressive Grocer article.