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Kroger Is Bringing Its Retail Media Ad Tech In-House
Kroger Precision Marketing, the grocery chain’s retail media arm, announced plans to bring its self-serve retail media ad tech fully in-house and shared an update on how the project is
The post Kroger Is Bringing Its Retail Media Ad Tech In-House appeared first on AdExchanger.
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Kroger is taking its self-service ad platform in-house
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.
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