Kroger's programmatic advertising marketplace, KPM, offers brands a powerful way to leverage first-party data for more effective advertising. As third-party cookies are phased out, KPM's platform provides addressable, actionable, and accountable media options that close the loop between ad exposure and in-store sales. This episode reveals how brands can gain deeper customer insights and optimize their retail media spend within Kroger's ecosystem.
Key takeaways
Understand how Kroger Precision Marketing (KPM) utilizes first-party data to create a more transparent and effective media landscape for CPG brands, especially with the impending deprecation of third-party cookies.
Explore the genesis of Kroger's programmatic advertising marketplace and how it allows brands and agencies to tap into valuable retail data science from 84.51°.
Learn about the three key areas KPM is prioritizing for future improvements to enhance the marketplace for brands and agencies.
Discover how beta testers have already uncovered unique insights and use cases within KPM's private marketplace, showcasing its early value.
Recognize the importance of balancing brand insights with robust customer data protection within retail media platforms.
In episode 330 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Cara Pratt, senior vice president of Kroger Precision Marketing (KPM) at 84.51°, the retail data science, insights and media subsidiary of the Kroger company. Listen in as Pratt discusses the business and her role at the company, the genesis of Kroger's new programmatic advertising marketplace,…
What does this episode say about retail & omnichannel?
Understand how Kroger Precision Marketing (KPM) utilizes first-party data to create a more transparent and effective media landscape for CPG brands, especially with the impending deprecation of third-party cookies.
What does this episode say about paid acquisition?
Explore the genesis of Kroger's programmatic advertising marketplace and how it allows brands and agencies to tap into valuable retail data science from 84.51°.
What does this episode say about analytics & attribution?
Learn about the three key areas KPM is prioritizing for future improvements to enhance the marketplace for brands and agencies.
What does this episode say about retail & omnichannel?
Discover how beta testers have already uncovered unique insights and use cases within KPM's private marketplace, showcasing its early value.
What does this episode say about retail & omnichannel?
Recognize the importance of balancing brand insights with robust customer data protection within retail media platforms.
