Kroger Co. is now in the business of selling ads, in addition to groceries.

Kroger has launched its shelf technology product Edge in almost all of its stores in Greater Cincinnati, the first market where it’s trying out the technology that could play a huge role in its ability to find new revenue streams.

Cincinnati-based Kroger (NYSE: KR), the nation’s largest operator of traditional supermarkets, has rolled out Edge in 86 of the 109 stores in its Cincinnati operating division, Chris Hjelm, Kroger’s chief information officer, told me at the company’s annual Investor Day at the Hilton Cincinnati Netherland Plaza.

Edge could play a key role in Kroger’s ambitious plans to increase its alternative profit streams aside from traditional grocery sales, Stuart Aitken, Kroger’s group vice president who leads its 84.51 data analytics unit, said at the event.

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