Kroger Precision Marketing, the grocer’s advertising and data business, announced an expansion into CTV and video inventory channels on Monday.

Late last year, Kroger set up a private marketplace so that advertisers and certain demand-side ad tech partners can use Kroger data to buy and measure campaigns. That was for display-only campaigns, though, until the official roll-out today of CTV supply.

“It’s critical to … move into these channels that are increasing with respect to where advertisers are investing their dollars,” said Cara Pratt, SVP and head of the Kroger Precision Marketing business. Kroger data can help advertisers demonstrate how CTV performs.

KPM’s initial CTV partners are Xandr, PubMatic, OpenX and Magnite, which is the only vendor that’s net-new to the Kroger ad platform.

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