Cara Pratt, of Kroger Precision Marketing at 84.51°, tells Marketing Dive about why the platform enables brands to use their DSP of choice.

NEW YORK — The race for retail media dollars continues to heat up with a field that, in the past year alone, added networks from Walgreens, Dollar Tree and, just last week, Lowe's. Kroger, which has operated its own offering in the space since 2017, on Wednesday unveiled its latest bid to attract more spending from the packaged goods category with the Kroger Private Marketplace, a private programmatic platform that allows clients to use their demand-side platform (DSP) of choice.

At Advertising Week, where the news was announced, executives said the marketplace's structure gives marketers and their agency partners greater oversight at a time when performance-driven channels are gaining importance but much of digital media remains frustratingly opaque and prone to measurement challenges.

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