Kroger Precision Marketing (KPM), the grocery company Kroger’s retail media subsidiary, will allow advertisers to buy product listing advertisements on its web assets through third-party management platforms.
The first ad-tech companies with access to Kroger’s API are Pacvue, Skai, and Flywheel, while WPP’s GroupM media-buying arm is an early agency partner testing the potential. The goal is to make running and managing on-site Kroger advertising easier by leveraging existing retail media platforms used by brands and agencies.
Expanding ad-tech alternatives, according to Kroger, complements the continuous popularity of sponsored product listings.
