It’s been eight years since Kroger launched Kroger Precision Marketing. Of course, the retail media game has ballooned since then, with companies like Chase, PayPal and United launching their own commerce media networks.

Kroger’s offering, however, continues to lead the charge, with Christine Foster, SVP of commercial strategy and operations, as one of the key executives mapping the company’s course.

Foster spoke with The Current Editor-in-Chief Stephanie Paterik about how precision audiences, incremental reporting and audience-first planning are shaping retail media. Plus, she offers advice for commerce media networks that have entered the space.

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