Kroger company.‘s retail media advertising business, Kroger Precision Marketing (KPM), has partnered with sell-side advertising platform Magnite to expand its media offerings into the connected and online TV space.

Through a new partnership, KPM’s first-party data, focused on connected TV (CTV), can now be packaged with Magnite’s omnichannel inventory across a variety of digital formats, including display and online video. rice field. This means an advertiser can now purchase his CTV and video inventory, enriched with KPM first-party data, using the buy-side tool of their choice.Magnite now arrives 80 million US CTV households and 9 out of 10 TV viewers with ads.

Michael Schuh, KPM’s vice president of media strategy and program development, said in a statement: “We are pleased to work with Magnite to provide the brand with a centralized access point to video and his CTV inventory. We expect it will help bring scale to those CPG advertisers who are looking for it.”

Partnerships like this represent the true potential of retail media, where first-party shopper data from retailers can be used to better target advertising in third-party environments.His partner at McKinsey, Quentin George, recently retail touchpoints A report examining the growing retail media space. “The reason retail media networks outperform nearly all major media owners is because of the transaction involved.”

Magnite recently announced a deal with LG Ads Solutions to transfer ACR data (which links linear and CTV data to give advertisers a more complete view of ad exposure) and LG smart TV inventory to Magnite. Provided with the product. LG Ads Solutions CEO Raghu Kodige said in a statement, “Infusing premium CTV inventory with Kroger’s first-party retail data will be a huge opportunity for advertisers. Overall, we support this trend: “Expanding access to CTV viewer data and integrating it with purchasing data in a privacy-compliant manner will support better planning, activation and measurement. ”

check us out retail media handbook We take a closer look at the growing space of retail media and how to capitalize on business opportunities.