New Kroger Precision Marketing service helps marketers optimize performance against in-store and online sales.

Kroger Precision Marketing (KPM), the retail media business of The Kroger Co., has launched a private programmatic advertising marketplace for consumer packaged goods (CPG) brands and marketers.

Called the Kroger Private Marketplace, and powered by Kroger’s 84.51° data analytics arm, the new service enables CPG brands and ad agencies reach shoppers by applying Kroger audience data to programmed campaigns within their preferred ad-buying platform, KPM said Wednesday.

Advertisers tailor their audiences to match campaign objectives using targeting science available via the new private marketplace, whose platform “pre-optimizes” audiences to help achieve business goals, Cincinnati-based KPM explained. For example, to drive conversions, the targeting science will enable brands to reach relevant households seen as delivering the strongest sales impact. According to the company, these activations have boosted penetration into new and lapsed households, with at least three times more sales than the average consumer. Kroger Precision Marketing (KPM), the retail media business of The Kroger Co., has launched a private programmatic advertising marketplace for consumer packaged goods (CPG) brands and marketers.

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