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Meredith, which owns lifestyle publications like People and InStyle, is launching a new audience-targeting service with Kroger Precision Marketing, the analytics arm of America’s biggest grocer.
The service lets brands use Kroger’s first-party sales data to advertise across Meredith’s suite of publications. The hope is to offer brands “closed-loop” measurement—what Meredith chief marketing and data officer Alysia Borsa called the “holy grail” of the media business. Closed-loop measurement ties together online and offline data to track how often the ads customers see translate into sales.
“We’re changing the buying model for CPG,” Borsa told Adweek.
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