CINCINNATI – Kroger Precision Marketing (KPM), supported by 84.51°, has introduced a new set of managed offsite programmatic capabilities. An expert internal team will now handle activation across programmatic audio, programmatic CTV, and dynamic creative optimization (DCO) for display advertising.
The move comes as more brands are applying purchase-based audiences across streaming media.
However, many mid-sized consumer packaged goods (CPG) companies lack dedicated programmatic audio or CTV teams. By offering a managed service, KPM removes the complexity and makes campaign execution easier for smaller marketing teams.
The new features will enhance KPM’s current self-service programmatic solutions.
“CPG brands are under increasing pressure to deliver relevant messages at scale,” said Christine Foster, Senior Vice President at Kroger Precision Marketing. “These programmatic solutions enable more marketers to build emotional connections with new households.”
The new managed-service capabilities include:
- Programmatic Audio: Connects KPM audiences through immersive, non-skippable ads on platforms like Pandora and iHeartMedia. Ads run across mobile, desktop, and in-app environments, with the option to add companion banners that extend engagement.
- Programmatic Connected TV (CTV): Advertising runs within premium, ad-supported content on major platforms, including Roku, Paramount, Samsung, and more. KPM’s purchase-based audiences receive non-skippable video ads in brand-safe environments.
- Dynamic Creative Optimization (DCO) for Display: Changes offsite display messaging in real time using variables like location, weather, time of day, or audience segment. DCO allows brands to showcase products in contextually relevant moments across the open web.
The new managed-service offerings feature robust retail media measurement. In addition to standard media metrics, campaign reports include retail measurements such as incremental return-on-ad-spend (iROAS), household penetration, uplift, dollar sales, and unit sales.
“Consumers are spending more time in addressable media channels like streaming audio and CTV,” added Foster. “By extending managed-service expertise into these programmatic channels, we’re equipping more brands to reach precision audiences in premium content.”
This announcement highlights the first expansion of Kroger Precision Marketing’s capabilities since uniting 84.51°’s retail media, consumer insights, and loyalty marketing services under one team earlier this year. These new capabilities further establish KPM as a key partner for driving long-term brand impact and measurable growth.
