Another milestone: Yahoo DSP advertisers now have seamless access to Kroger audiences. At Kroger Precision Marketing, we believe in the power of our precision purchase signals. Shopping behaviors reveal lifestyles, aspirations, and life stages more meaningfully than demographics alone.
This builds on the self-service programmatic capabilities we announced last Fall.
Both Yahoo and Kroger Precision Marketing have first-party signals at the core of this offering. Much of the digital media industry has been using the same third-party data signals for decades – and those signals are fading. Big brands are making the switch to retail data.
Some key features in our approach:
✅ Programmatic Controls: Manage your own campaigns & activate custom-built, Kroger purchase-based audiences with closed-loop sales measurement in your existing Yahoo DSP seat.
✅ Flexibility: Apply quality controls including verification and brand safety tagging. Easily layer Kroger audiences onto your media strategies, maintaining control of optimizations and rail settings.
✅ Pricing Transparency: Fully-transparent pricing model; know exactly how much of your media investment is allocated to inventory vs. audience vs. measurement.
I’m proud of the entire team behind this at KPM. And a special shout-out to our Yahoo collaborators, Elizabeth Herbst-Brady, Mike Brunick, and Beth Nussbaum Gross - among many others.
Read more from Kathryn Lundstrom at ADWEEK [article link in comments]
#adtech #KrogerPrecisionMarketing 84.51˚ #RetailMedia
Group Vice President, Commerce Media at The Mars Agency
4dGreat catching up and awesome job on the panel!