Kroger Precision Marketing (KPM), powered by 84.51°, has launched a suite of new managed-service offsite programmatic capabilities. An expert in-house team will activate across programmatic audio, programmatic CTV and dynamic creative optimization (DCO) for display.
The move comes as more brands are applying purchase-based audiences across streaming media.
However, many mid-sized consumer packaged goods (CPG) companies don’t have dedicated programmatic audio or CTV teams. By adding a managed-service offering, KPM removes the complexity and simplifies campaign execution for smaller marketing teams.
The new capabilities will complement KPM’s self-service programmatic solutions.
“CPG brands are under increasing pressure to deliver relevant messages at scale,” said Christine Foster, SVP at Kroger Precision Marketing. “These programmatic solutions enable more marketers to build emotional connections with new households.”
The new managed-service capabilities include:
- Programmatic Audio: Connects KPM audiences through immersive, non-skippable ads on platforms like Pandora and iHeartMedia. Ads run across mobile, desktop and in-app environments, with the option to add companion banners that extend engagement.
- Programmatic Connected TV (CTV): Advertising runs within premium, ad-supported content on major platforms including Roku, Paramount and Samsung. KPM’s purchase-based audiences receive non-skippable video ads in brand-safe environments.
- Dynamic Creative Optimization (DCO) for Display: Changes offsite display messaging in real time using variables like location, weather, time of day or audience segment. DCO allows brands to showcase products in contextually relevant moments across the open web.
The new managed-service offerings include robust retail media measurement. Besides standard media metrics, campaign reporting includes retail measurements like incremental return-on-ad-spend (iROAS), household penetration, uplift, dollar sales and unit sales.
“Consumers are spending more time in addressable media channels like streaming audio and CTV,” Foster added. “By extending managed-service expertise into these programmatic channels, we’re equipping more brands to reach precision audiences in premium content.”
This announcement marks the first expansion of Kroger Precision Marketing’s capabilities since the unification of 84.51°’s retail media, consumer insights and loyalty marketing services under a single team earlier this year. These new capabilities further position KPM as a central partner for driving long-term brand impact and measurable growth.
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