IRVINE, California — Advantage Solutions has expanded its relationship with Kroger Precision Marketing and 84.51°, Kroger’s wholly owned retail data science, insights and media company.
In a new agreement, Advantage sales and marketing agencies will have access to Kroger Precision Marketing’s new retail media private marketplace; new programs, including new search and display placements; and shoppable commerce launches that allow brands to reach more than 50% of U.S. households.
Enhancing Client Capabilities Through New Data Access
“We know in today’s fast-evolving marketplace, brands need to engage shoppers where they are,” said Gregory Stevens, executive vice president, Advantage Solutions. “With its incredibly rich first-party household data and precise targeting, Kroger’s portfolio of media offerings reaches across channels and allows our brand partners to identify relevant audiences and specifically tailor their messages across connected TV, in Kroger’s 2,700 stores, on Kroger.com and other digital platforms, and on the open web — and to measure their return on investment linked to Kroger sales.
Advantage Sales to Deliver Deeper Digital Activation
“We’re committed to leveraging our expertise in omnichannel commerce and deep understanding of both brick-and-mortar and digital grocery marketing to help our clients identify new opportunities and better define, measure and reach their marketing goals,” said Tom Michaelis, president, customer solutions for Advantage Sales and president of Advantage Sales Canada.
