Why Kroger may be advertising's sleeping giant

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On this episode of Next in Marketing, Cara Pratt, SVP of Kroger Precision Marketing at 84.51°, discusses the grocery giant's journey over the past few years in building out an ad business from scratch. The company, which boasts of stores in 35 states, has already delivered ads for 1,300 brands. And its ace in the hole is that 95% of its customers also utilize in-store loyalty cards – allowing for true online to offline media measurement.