The Drum: From Lowes' to Kroger, why traditional retailers are making media a must-buy for marketers
Six rolls of paper towels, a bag of spinach, a dog leash and, oh yeah, a million media impressions targeting women aged 35-50. This may not be an unlikely order these days, as major retailers rush into the media space.
Take Kroger for example. The Cincinnati-based company, which was founded in 1883, launched its programmatic marketplace last month.
With some 2,700 stores across more than 30 states, Kroger is among the largest grocery retailers in the US. Powered by 84.51°, Kroger Precision Marketing’s new Private Marketplace enables marketers to reach consumers by applying Kroger audience data to programmatic campaigns within their preferred ad-buying platform. Through Kroger Precision Marketing, advertisers are also able to plan and buy media across the open web, social media and with publishers who partner directly with Kroger, including Pinterest and Pandora. Self-serve access points streamline the process.
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