Exclusive Q&A: Kroger Precision Marketing bets on managed services
The Kroger Co.’s retail media business is reaching out to mid-sized advertisers that may lack in-house resources.
Kroger Precision Marketing (KPM), the retail media business of Kroger running on its 84.51˚ data analytics subsidiary, recently began providing an expert in-house team to activate ads across programmatic audio, programmatic connected TV, and dynamic creative optimization for display.
[READ MORE: Kroger debuts managed service offering for retail media advertisers]
Christine Foster, senior VP at Kroger Precision Marketing, recently sat down with Chain Store Age to explain how Kroger views managed services, why they are beneficial to both Kroger and its advertisers, and how managed services fit into the grocery giant’s wider plans for its retail media offering.
How does KPM define managed services?
At KPM, 'managed services' means our in-house team handles every aspect of the media buy, from strategy and setup to execution, optimization and reporting. We have built specialized teams for programmatic connected TV and audio, allowing brands to activate offsite campaigns without needing internal experts or complex infrastructure.
It’s a turnkey solution designed to reduce friction for mid-sized brands that want the power of retail data but don’t have deep programmatic resources.
How do advertisers benefit?
Advertisers benefit by getting access to premium media channels, like streaming TV and podcasts, without needing dedicated connected TV or audio teams. Our managed-service model makes it easy to apply Kroger’s purchase data to these environments, driving more relevant messaging and stronger outcomes.
This opens the door for mid-sized CPG brands to ‘look big’ in channels that used to require significant spend or expertise. They also gain access to advanced capabilities like dynamic creative optimization, which tailors ads in real time to factors like location, weather, or time of day.
How does Kroger benefit?
Managed services help Kroger deepen our partnerships with brands of all sizes, particularly those looking to scale across premium offsite media channels using our data. By offering both managed and self-service options, we meet clients where they are.
We are also enabled to expand the value of our first-party data and drive more incremental impact for our customers, both in the store and digitally.
What have the results been so far?
These new capabilities are launching now, and the response has been strong. We have heard from mid-sized advertisers who’ve been eager for this level of support in channels like audio and connected TV.
While it’s still early, the value proposition is clear: Managed services remove technical hurdles, streamline activation and tie media performance directly to retail outcomes. We expect to have more robust results to share in the months ahead, including metrics like household penetration, incremental sales, and incremental return on ad spend.
Are there any future plans for KPM you can discuss?
This managed services expansion is part of a broader vision for KPM; to support brand growth at every stage of the funnel, from insight to activation. While we’re focused now on delivering success with audio, connected TV, and dynamic creative optimization, we see ongoing opportunities to scale these services, deepen measurement capabilities and continue investing in tools that simplify access to retail data.
As offsite retail media matures, we’re committed to being a long-term partner in helping brands connect with the right households in premium, data-driven environments.
