Video and connected TV (CTV) are two new digital platforms that are now included as part of The Kroger Co.’s retail media business, Kroger Precision Marketing (KPM), the company said Tuesday. The expansion will build upon the Private Marketplace, which KPM launched in 2021.

Powered by the Cincinnati-based grocer's 84.51° data science firm, advertisers will now be able to use the retailer’s sales data to reach households with tools like Magnite, OpenX, PubMatic and Xandr to gain audience data.

“Streaming is the No. 1 way people consume TV today,” said Cara Pratt, SVP of Kroger Precision Marketing, in a statement. “That means the majority of TV viewing hours can now be optimized in the programmatic environment. Our retail data precisely reaches households–such as lapsed or infrequent brand buyers–and then matches advertising exposure to store sales to measure brand impact.”

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