Marketing
Kroger’s media business builds in-house ad platform
August 11, 2023
Kroger Precision Marketing, the retail media business of supermarket brand Kroger, is building a next-gen advertising tech platform that will use retail data to boost shopping experiences.
The benefits for advertiers is an easier way to activate, measure and optimize campaigns, according to a press release. Those benefits will increase advertising performance, according to Kroger.
The self-service platform will initially encompass Kroger's existing product listing ads and onsite display advertising. It will later power KPM's entire retail media service portfolio.
"Retailers are creating the consumer-first future of advertising," Cara Pratt, SVP of Kroger Precision Marketing, said in the release. "We know we need to remove friction from the retail media buying process. Building a new foundation of integrated technology empowers brands and agencies to maximize retail media's potential. Together, we will deliver a more convenient, personalized and inspirational shopping experience."
Advertisers will be able to transition to the new platform before the end of 2023 and those using third party management tools from Pacvue, Skai and Commerce IQ may still manage inventory through those platforms. Additional integrations will be announced in the future.
The news comes on the heels of Kroger deploying digital smart screens from Cooler Screens in 500 of its U.S. stores. The tech effort comes after a successful three-year pilot initiative with a goal of boosting in-store consumer experiences via interactive media and digital merchandising, according to a press release.
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