In the twelve months since we first dove into the first-party data-fueled benefits advertising with Kroger Precision Marketing—Kroger’s internal media company—offers brands, the folks behind-the-scenes haven’t once stepped on the brakes. Kroger, the largest grocery retailer in the US, formally announced their plans to double their digital sales by the end of 2023 back in March 2021, and the work they’ve put in toward achieving that has been impressive.

In this article, we’ll unpack one of the latest and greatest innovations from Kroger Precision Marketing, powered by 84.51°— Kroger Private Marketplace (PMP).

The Kroger Private Marketplace gives brands and agencies the ability to leverage Kroger’s wealth of first-party data to accurately target their desired audiences through programmatic ad campaigns.

The self-service user interface provides advertisers with access to Kroger’s audiences within their preferred DSP (demand-side platform). Advertisers can then optimize their display campaign performance with privacy-compliant in-store and online sale insights at their fingertips.

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