When looked upon from a broader standpoint, we can see how an expansive range of factors constantly help us in elevating our lives. However, if you cast a deeper net, it wouldn’t take you very long to realize that the whole play is being run by one single aspect. This aspect talks exclusively to our ability of being opportunistic in every regard. The natural human tendency to look for potential benefits all over the board is essentially why we have been to reach the heights that we did, and it’s why the trajectory of our growth continues to defy expectations. Now, even though this ability has pulled out many achievements from the bag for us, its biggest moment in the sunlight only came when the world was introduced with technology. For the first time ever, we weren’t just making the most of what chances we were given, but we were also creating these chances ourselves. Such an arrangement came into fruition on the back of some seriously innovative tech by products, and one important part of the said pack has been data. It’s not to say that we didn’t have data before technology. However, the value it holds today exceeds every pre-established benchmark. Different industries are coming up with different ways to bolster this data revolution, and the recent most bid to do so arrives all the way from retail sphere.
Grocery-giant, Kroger is using its first-party data to create a start-of-art advertising setup. The effort will be routed through company’s retail media branch, Kroger Precision Marketing, and it is going to take the shape of a programmatic advertising marketplace. This marketplace is structured to use targeting science for helping parties like agency and partners in reaching their audience. Nevertheless, it’s not just there to bridge the gap. Instead, the platform sets you up for deeper penetration of the customer segment you are trying to aim.
“This is an important time for brands to leverage retail insights to influence new shopping behaviors. Kroger’s private marketplace reaches relevant households and empowers teams to optimize campaign performance against actual business outcomes,” Cara Pratt, SVP, Kroger Precision Marketing at 84.51.
While the new marketplace offers the brands every bit of flexibility they need in terms of conceiving an ad campaign, it also makes sure that all the data going around is safe and sound. It achieves that by roping in deal ID technology throughout the process. Building on these steady foundations, Kroger’s marketplace is able to personalize the shopping experience in a way that has never been witnessed before within the retail fabric.