The Kroger Co. is partnering with a major demand side advertising platform (DSP) to open its customers to targeted ads.
Kroger Precision Marketing (KPM), a division of Kroger focused on connecting brand partners with shoppers and supported by its 84.51° data analytics subsidiary, is teaming up with The Trade Desk to let advertisers activate Kroger audiences directly in their existing Trade Desk seats, including display, online video and connected TV.
This new programmatic capability pre-optimizes Kroger purchase-based audiences and then uses the advertiser’s own inventory supply and rates for activation. The first iteration is launching exclusively with The Trade Desk, but KPM plans to expand to other demand-side and buying platforms in the future.
Source: Chain Store Age
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