Cincinnati, Ohio-based Kroger Precision Marketing, the retail media business of the Kroger Co., is expanding access to its on-site advertising inventory. Advertisers may use one of three advertising management platforms to buy product listing ads on Kroger e-commerce sites.
Pacvue, Skai and Flywheel Digital are the inaugural platforms with access to the API. The new capability makes it easier for brands and agencies to manage on-site Kroger search campaigns through popular platforms used to manage media with other retailers.
Nearly 2,000 brands use KPM product listing ads to reach in-market shoppers on Kroger e-commerce sites. These placements inspire purchase at the digital shelf where product visibility is constrained by small screen sizes. Product listing ads are also important for brand growth, with 38 percent of clicks coming from households that are new to a brand, according to 84.51° internal research conducted in 2021.
“Our data science creates an easier shopping experience – while also empowering shoppers to discover new products. This new capability makes it easier for brands to influence the millions of daily product searches happening on Kroger sites,” said Michael Schuh, VP of product strategy and innovation at KPM. “With shopping routines under disruption, it is more important than ever for us to help brands be seen in the digital aisle.”
Greater media transparency and accountability is at the core of KPM’s business. The retail media service offers closed-loop advertising measurement by matching household ad exposure to actual purchases at Kroger.
“We created KPM to make advertising more effective for more brands,” Schuh said. “Expanding access through ad-management platforms will unlock even greater discovery, help brands measure the impact of their advertising and ultimately improve how consumers engage with those brands.”
Kroger Precision Marketing is a retail media advertising solution. Powered by 84.51° data science and Kroger’s popular loyalty card program, it connects customers to brands through engaging moments that inspire purchasing online or in-store. Kroger Precision Marketing closes the loop between media exposure and store sales to make brand advertising more addressable, actionable and accountable.
For more information, visit krogerprecisionmarketing.com.
