Kroger Teams With Yahoo DSP on Purchase-Based Audiences for Brands Beet.TV [Video]

NEW YORK – Kroger Precision Marketing, the grocery chain’s retail media network, is collaborating with Yahoo Advertising to offer purchase-based audiences directly in the Yahoo Demand-Side Platform (DSP), according to an announcement on Tuesday.

Yahoo DSP advertisers can now activate Kroger’s audiences to reach the right consumers and to measure campaign results without tracking cookies.

“We’re really excited to partner with the Yahoo team to ensure that our data set can be available in their DSP, and advertisers have more opportunities to leverage Kroger’s data,” Jill Smith, vice president of sales at KPM, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “For anyone who is working more specifically with Yahoo, we’ll enable those ads to be more relevant by leveraging our data.”

With the Yahoo ConnectID audience identifier, advertisers can activate sustainable, future-proofed retail data. Purchase-based audiences from retailers offer ways for brands to see which segments drive incremental …