The supermarket giant wants to attract marketers with access to its massive trove of loyalty data

Your purchase in the deli section could be fueling the ads you see on the web.

Kroger on Wednesday announced an advertising tool that lets marketers use its first-party shopper data in their programmatic ad buying.

The new offering was announced at an Advertising Week New York session on Wednesday, where Kroger’s SVP of precision marketing, Cara Pratt, touted the service’s flexibility and the sales insights it offers. The Kroger Private Marketplace gives access to shopper data from the grocery chain’s sales and loyalty programs. Marketers can apply that data to the demand-side platform of their choice, meaning they can use it to target people across the web, instead of on Kroger’s websites.

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