Kroger Precision Marketing (KPM) at 84.51°, the retail media unit of grocery giant Kroger, will allow advertisers to purchase product listing ads on its web properties using select third-party management platforms, according to news shared in an email with Marketing Dive.

Pacvue, Skai and Flywheel are the initial ad-tech firms with access to Kroger's API, while WPP's GroupM media-buying arm is an early agency partner testing the capability. The idea is to make it easier to run and manage on-site Kroger campaigns using outside retail media platforms that are already popular with brands and agencies.

Kroger said that expanding ad-tech options complements continued traction for sponsored product listings. Nearly 2,000 brands now use KPM's product listings and 38% of clicks driven by the format come from households that are new to the brand, per KPM's internal data.

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