Kroger Expands Off-Site Retail Media Capabilities
Kroger Precision Marketing (KPM), powered by 84.51°, has expanded its managed-service programmatic offerings to include audio, connected TV (CTV) and dynamic creative optimization (DCO) for display.
The move comes as more advertisers lean into purchase-based audiences and off-site retail media channels, particularly streaming (e.g., Roku and Pandora).
This is KPM’s first major capability expansion since 84.51° unified its retail media, consumer insights and loyalty marketing services under one team earlier this year. The additions are intended to further position KPM as a partner for brands looking to extend reach across premium, addressable channels while tying back to measurable sales impact.
While large brands often have dedicated teams for programmatic audio or CTV activation, many mid-sized CPG companies do not. KPM’s managed-service option is designed to simplify execution for those smaller marketing teams while diversifying the company’s existing self-service tools.
The new capabilities, now live, include:
- Programmatic Audio: Non-skippable ads across Pandora, iHeartMedia and other platforms with companion banners — visual display ads that simultaneously accompany audio spots. Ads run through mobile, desktop and in-app environments.
- Connected TV (CTV): Non-skippable video ads delivered within ad-supported content on platforms including Roku, Paramount and Samsung.
- Dynamic Creative Optimization (DCO): Off-site display ads that adjust messaging in real time based on location, weather, time of day, audience segment and other factors. This allows brands to showcase products in contextually relevant moments across the open web.
Besides standard media metrics, campaign reporting for the new managed-service offerings includes measurements such as incremental return-on-ad-spend (iROAS), household penetration, uplift, dollar sales and unit sales.
“CPG brands are under increasing pressure to deliver relevant messages at scale,” Christine Foster, senior vice president at Kroger Precision Marketing, said in a media release. “These programmatic solutions enable more marketers to build emotional connections with new households.”
