Kroger is taking its self-service ad platform in-house

June 28, 2023

By Kristina Monllos

Kroger is taking the next step to more fully control its retail media network: The grocer is in-housing its self-service ad platform.

As retail media continues to heat up, Kroger Precision Marketing (KPM) is betting on building its own self-service platform to better compete as well as improve its retail media business. The in-house self-service platform will give advertisers access to Kroger’s existing product listing ads and display advertising. Kroger, an early player in the retail media space, provides access to its first-party data via its data science unit 84.51; KPM previously worked with Microsoft’s PromoteIQ for its self-service ad platform.

“As we’ve grown, as our scale has grown, as Kroger’s ecommerce business has grown, we knew we had an opportunity to not just in-house the technology – that’s just the foundation and accelerator for some of it – but really impact customer behavior and experiences in a different way than we could through a third-party platform,” said Michael Schuh, vp of media strategy, KPM at 84.51.

Continue reading this article on Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

…read more

Source:: Digiday