Disney Advertising has launched a beta test with Kroger Precision Marketing and PepsiCo that will let packaged-goods marketers use shopper data to reach target audiences across select Disney inventory, starting with Hulu.
The move comes as packaged-goods marketers are turning to connected TV and retail media to reach audiences that are increasingly hard to find on linear TV and target in digital. The impending loss of cookies on Google’s Chrome browser and privacy barriers erected by Apple and others have made retail data such as Kroger’s increasingly valuable.
For Kroger, this expands efforts over the past year to make its data available for targeting on CTV via major supply-side platforms and Roku.
Source: Adage