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Grocery chain Kroger announced the launch of a private programmatic advertising marketplace that will help further monetize its first-party data.
The Kroger Private Marketplace will allow agencies and brands to apply Kroger data to programmatic campaigns. And there’s a lot of data to be had—the retailer serves 60 million U.S. households each year.
Meanwhile, agencies and brands can continue working with whatever ad-buying platform they currently use.
Advertisers can tap into targeting tools from Kroger’s retail media arm, Kroger Precision Marketing, to meet their campaign objectives.