Kroger Precision Marketing, the retail media business of supermarket giant Kroger, has opened its programmatic marketplace, enabling video and connected TV buyers to target ads using shopping data on consumer packaged goods. The data is being made available to advertisers through inventory suppliers including Magnite, OpenX, PubMatic and Xandr.
Looking to curtail Facebook and Google’s competitive advantage in people-based marketing, global ad-tech companies have set up a consortium to make targeting technologies available through a wide range of channels. The initial group of companies in the consortium include AppNexus, LiveRamp, MediaMath, Index Exchange, LiveIntent, OpenX and Rocket Fuel.
