Kroger Precision Marketing

What Kroger Precision Marketing does

Kroger Precision Marketing (KPM) is the retail media network of The Kroger Co. (NYSE: KR), founded in 2017 by Cara Pratt and headquartered in Cincinnati, Ohio. KPM operates as a platform-plus-modules business built on top of Kroger's loyalty-card purchase data covering roughly 60 million households and the data science capabilities of 84.51°, a Kroger subsidiary that powers the underlying Stratum analytics, Collaborative Cloud data clean rooms, and the Kroger Ad Platform (KAP) self-service interface. Its core product surface spans seven solution categories — Search & Display, Programmatic, Connected TV, Onsite Brand Activations, Social & Influencer, Email & Push Notifications, and Managed Offsite Advertising — supplemented by add-on modules including PrecisionView 360 cross-channel measurement, PLA iROAS incrementality reporting, and Fresh Content Studios video production with Roku. KPM's technology differentiator is first-party purchase-based audience targeting combined with closed-loop, SKU-level sales measurement, including a first-to-market SKU-level YouTube conversion integration through Google Display & Video 360.

KPM generates revenue primarily through retail media advertising placements across Kroger-owned digital properties, off-site programmatic channels (CTV, audio, display, social), and managed-service campaign execution for brands lacking in-house programmatic teams. Pricing is quote-based with documented minimums on certain offerings (e.g., $50,000 for managed Snapchat campaigns and $50,000 campaign spend for iROAS reporting), while the self-service KAP tier enables flexible, pay-as-you-go activation. The go-to-market motion is hybrid: enterprise field sales targeting large CPG brands and agencies, supplemented by agency partnership programs, industry events (CES, Shoptalk, Groceryshop, Cannes Lions), and platform-led self-service. KPM does not publish standalone revenue or headcount; it operates as a division within Kroger, which reported $46.1B in Q1 FY2026 sales and 19% year-over-year e-commerce growth, while KPM itself is reported as growing approximately 28% with 20%+ profit growth.

The business serves primarily CPG brands and agencies — documented customers include Red Bull, Conagra Brands, Unilever, JM Smucker, AC Brands (Sumo Citrus), and LiveRamp — with a recent expansion into mid-market CPG brands via managed-service offsite offerings. KPM holds TAG Platinum certification for four consecutive years (2022-2026) and was recognized as a top retail media network performer in the Path to Purchase Institute's 2026 ratings report based on feedback from 166 CPG brand and agency professionals.

Name

Kroger Precision Marketing

Legal name

Kroger Precision Marketing

Website

https://krogerprecisionmarketing.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Kroger Precision Marketing is the retail media network of The Kroger Co., using first-party loyalty-card purchase data from 60 million households to deliver targeted advertising and closed-loop, SKU-level sales measurement to CPG brands and agencies across onsite, programmatic, CTV, audio, and social channels.

Ownership category

akta.pro rank

Product category

Retail Media Advertising

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Supply-Side Platforms (SSP) & Publisher Monetization (BPAMALAC)

Keywords

• Retail media advertising
• Audience targeting
• Closed-loop measurement
• CPG marketing solutions
• Programmatic advertising

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Retail Media Advertising: KPM generates primary revenue through advertising placements across Kroger's digital properties (website, app), off-site programmatic channels (CTV, audio, display, social), and in-store digital screens. Brands pay for targeted ad placements, sponsored product listings, and brand activations based on audience reach and performance metrics.
2. Managed Services: Full-service campaign management for brands lacking dedicated programmatic teams, including strategy development, creative optimization, and performance reporting. Revenue generated through service fees alongside media spend.
3. Data Monetization: Leveraging first-party purchase data and audience segments derived from 60 million households to enable precise targeting and measurement capabilities for advertiser campaigns, both on Kroger properties and across partner platforms.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels8 records

Core offering

Kroger Precision Marketing (KPM) operates a retail media advertising network that enables consumer packaged goods (CPG) brands and agencies to reach Kroger shoppers using Kroger's first-party purchase data from more than 60 million households. KPM sells digital ad placements across onsite, offsite, social, connected TV, email, and programmatic channels, with closed-loop measurement tying ad exposure to in-store and online sales at the SKU level. The Kroger Ad Platform (KAP) is the self-service technology layer used to plan, activate, and measure these campaigns.

Product overview

Kroger Precision Marketing (KPM) is a retail media business operating as a platform-plus-modules architecture. The core Kroger Ad Platform (KAP) serves as the central self-service interface for campaign management, while solutions are delivered across seven core product categories: Search & Display, Programmatic, Connected TV, Onsite Brand Activations, Social & Influencer, Email & Push Notifications, and Managed Offsite Advertising. Analytics and measurement capabilities are provided through 84.51° Stratum and PrecisionView 360. The platform integrates with major advertising channels including Google DV360, TikTok, Meta, Snapchat, Pinterest, Roku, and programmatic audio partners (Pandora, iHeartMedia). KPM is powered by 84.51° data science and Kroger's loyalty card program covering 60 million households.

Differentiator

Problem solved

Functional benefit

Products and services

• Search & Display Advertising Targeted paid search and display ad placements that use Kroger first-party purchase data to reach CPG audiences on the open web; designed for CPG brands and agencies seeking offsite retail media reach.
• Programmatic Advertising Programmatic ad-buying solution using Kroger's first-party purchase-based audiences across inventory partners; built for CPG advertisers and agencies that want data-driven offsite activation at scale.
• Connected TV (CTV) Advertising CTV advertising product that delivers Kroger purchase-data-based audiences across premium streaming inventory; offered to CPG brands for full-funnel video reach tied to closed-loop measurement.
• Onsite Brand Activations Sponsored placements on Kroger-owned digital properties (kroger.com, mobile app) reaching active Kroger shoppers; available to CPG brands for in-context, point-of-consideration advertising.
• Social & Influencer Advertising Paid social and influencer marketing solutions that overlay Kroger audience signals on major social platforms; aimed at CPG brands looking to translate social engagement into measurable offline and online sales lift.
• Email & Push Notifications Owned-channel email and push messaging to opted-in Kroger shoppers, available to CPG brands as sponsored placements; used for direct, personalized consumer engagement tied to purchase behavior.
• Managed Offsite Advertising Full-service managed offsite media buying that applies Kroger purchase-based audiences and analytics to campaigns across the open web; tailored for CPG advertisers that want hands-on planning and optimization support.
• Kroger Ad Platform (KAP) Self-service retail media buying platform for CPG brands and agencies; provides onboarding, audience targeting, campaign activation, and reporting against Kroger's first-party shopper data without minimum spend on select capabilities.

Quantifiable outcome

• Every $1 invested in on-site retail advertising correlates to $14 of total store sales
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability14 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and major.

• TikTokcoreTechnology or Integration · 19 June 2026Self-service advertising collaboration enabling brands to reach Kroger shoppers directly within TikTok advertising platform. KPM's purchase-based audiences are informed by millions of in-store and online purchases daily, now accessible through TikTok's self-service platform.
• Google (Display & Video 360)coreTechnology or Integration · 23 March 2026KPM collaboration with Google's Display & Video 360 enables advertisers to target Kroger shoppers on YouTube using purchase data. First-time SKU-level retail conversion reporting offered with YouTube via DV360, allowing brands to see how YouTube campaigns directly impact Kroger sales.
• RokucoreStrategic or Co-development Partner · 9 March 2026Programmatic CTV partnership delivering non-skippable video ads on premium streaming content. KPM and Roku also collaborated on Fresh Content Studios, a commerce-first content creation platform producing custom video content for CPG brands.
• Paramount & SamsungmajorTechnology or Integration · 9 March 2026Programmatic Connected TV partnerships delivering non-skippable video within premium, ad-supported content on Paramount and Samsung streaming platforms.
• PinterestcoreTechnology or Integration · 16 February 2026Pinterest Collections Ads partnership enabling shoppable ad formats showcasing products alongside recipe and meal content. Consumers can add items directly from Pinterest to Kroger App cart in just a few taps.
• Pandora & iHeartMediamajorTechnology or Integration · 18 September 2025Programmatic audio partnership reaching Kroger households with immersive, non-skippable audio ads across leading streaming and podcast platforms. Includes companion banners to extend engagement.
• LiveRampmajorTechnology or Integration · 24 July 2024Data collaboration partnership connecting retail data with digital marketing world. LiveRamp facilitates clean room partnerships enabling brands to bring first-party data for enhanced audience targeting.
• Meta (Facebook & Instagram)coreTechnology or Integration · 19 June 2024Dynamic product recommendations and sales reporting for Meta campaigns. Enables lower-funnel activations with custom product catalogs, shoppable ads, conversion-based optimizations, and product-level reporting on online Kroger sales.
• DisneycoreStrategic or Co-development Partner · 19 June 2024Partnership connecting retail media insights to premium content in streaming TV, enabling Kroger audiences to be targeted within Disney's streaming environments.
• SnapchatmajorTechnology or Integration · 16 November 2022Targeted Snapchat advertising partnership enabling brands to combine Kroger's first-party retail data with Snapchat's immersive ad formats (Snap Ads and Story Ads) to reach younger audiences.
• 84.51°coreStrategic or Co-development PartnerKPM is powered by 84.51° data science, insights, and media company. 84.51° provides the data infrastructure, analytical capabilities, and technology platform (including 84.51° Stratum and Collaborative Cloud) that enable KPM's retail media solutions.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Walmart Connect: Walmart's retail media network is the most direct competitor to KPM, offering CPG advertisers purchase-based audience targeting, on-site sponsored products, off-site programmatic, and closed-loop measurement on a much larger retail footprint.
• Target Roundel: Target's in-house media network offers advertisers access to Target's first-party shopper data across onsite, offsite, and CTV channels with closed-loop sales measurement, directly competing with KPM for CPG retail media spend.
• Albertsons Media Collective: Albertsons' retail media network leverages the grocer's loyalty data (Just for U) to offer CPG advertisers purchase-based audiences and offsite activation, competing with KPM in the grocery vertical with a comparable offering.
• Instacart Ads: Instacart's advertising platform enables CPG brands to reach grocery shoppers across the Instacart marketplace with sponsored products and off-site display, competing directly with KPM for share of CPG digital grocery media spend.

Broad incumbents

• Amazon Advertising: Amazon's advertising business is the dominant retail media and digital ad platform, offering sponsored products, programmatic display, CTV, and measurement — the primary benchmark for KPM's growth and the largest competitive threat in CPG ad budgets.

Emerging players

• CVS Media Exchange (CMX): CVS's retail media network extends beyond grocery into health, beauty, and pharmacy data, offering CPG advertisers a different but adjacent first-party data set with closed-loop measurement capabilities similar to KPM's.
• Costco Media: Costco's retail media offering leverages the club store's membership data to enable targeted advertising to a high-spending shopper base, representing a comparable closed-loop retail media model in the grocery/wholesale vertical.
• Lowe's One Roof Media Network: Lowe's retail media network enables advertisers to reach home improvement shoppers using first-party purchase data, representing an adjacent retail media model outside grocery that competes for CPG and brand advertising budgets.

Others

• The Trade Desk: The Trade Desk is a leading independent DSP that competes for programmatic ad spend and partners with retail media networks like KPM. While not a direct retail media competitor, it shapes the off-site activation ecosystem KPM depends on.
• Criteo: Criteo is a commerce media platform offering retargeting and retail media solutions to CPG brands and agencies, providing an adjacent technology layer that overlaps with KPM's managed offsite programmatic offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7HLLB7L5a4F_qGhKqK4gZQ
• LinkedInlinkedin.com/company/kroger-precision-marketing
• TikToktiktok.com/@kroger

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kroger Precision Marketing