Kroger Precision Marketing to Be Launch Partner for Roku Targeted Shopper Ad Program

Roku launched a shopper data program designed to persuade consumer packaged goods advertisers to divert more of their ad spend to streaming. Kroger Precision Marketing (KPM) plans to join the program as the launch partner to build targeting and attribution tools for streaming TV, Roku said. Marketers will use sales information from the program to activate advertising across hundreds of ad-supported channels on the Roku platform and to tie ad exposure directly to in-store and online sales. KPM provides data from 60 million households across nearly 2,800 Kroger stores. Roku believes all TV ads will be “targeted and measurable,” said Alison Levin, vice president-ad sales and strategy.