Kroger's retail media business, powered by 84.51°

Kroger Precision Marketing: Kroger Retail Media Network Ad Formats & Advertising Agency Support

RMIQ plans Kroger Precision Marketing campaigns that win new buyers and drive repeat purchases, using KPM audiences built from 62M+ US households' purchase data.

Kroger Precision Marketing (KPM) is Kroger's retail media network, powered by its data analytics subsidiary 84.51°. Brands and agencies buy search, display, email, coupon, offsite, social and in-store ads, self-service in the Kroger Ad Platform or through KPM's managed service, measured against household purchases in store and online.

As a Kroger ad agency, RMIQ offers Kroger advertising planned around one choice made up front: households that have not bought the product yet, or households that bought it before. KPM builds audiences and reports for both.

Book a demo Compare the two goals

One household, one segment

New-to-brand households or past buyers: the first choice in a Kroger plan

KPM's custom segments draw on purchases in the 52 weeks before a campaign goes live and are mutually exclusive: a Kroger household falls into only one. KPM's incentives, such as coupons and mailers, are each built for acquisition or retention.

Acquisition

Win households new to the product

KPM counts a new household as one that has "not bought the promoted product in the latest 52 weeks," and its PrecisionView reports show how many converted.

  • Audiences: new-to-brand shoppers, competitive switchers and category buyers who shop the category without buying the brand
  • Offers: Targeted Digital Coupons, which KPM says "kickstart new product trials" and bring "new households to your brand"
  • Onsite: in a KPM study published in 2023, 75% of targeted onsite display impressions and clicks came from new-to-brand households, and 1 in 4 of them went on to buy again
  • Reported: new households converted, and household penetration in the Kroger Ad Platform

Retention

Bring back households that bought before

Lapsed buyers "bought previously, but not within the most recent time period"; current buyers still buy, and each group can get its own segment.

  • Audiences: lapsed, current, heavy and loyal buyers
  • Offers: coupons that "recapture lapsed households," and the monthly Loyal Customer Mailer for a brand's best customers
  • Reported: the New, Lost, Retained Dashboard in 84.51° Stratum, a separate product, shows shoppers who are new, retained or lapsed

Both goals are measured with KPM's closed-loop attribution, which matches ad exposure to in-store and online sales over 14-day windows.

PrecisionView 360 reads results across channels and PrecisionView Lite costs nothing; Product Listing Ads get incrementality reporting automatically on qualifying campaigns.

The loyalty card underneath

The Kroger purchase data under every KPM audience

Nearly every Kroger sale is tied to a loyalty card, and that first-party data sits under KPM's audiences and reports.

  • 62M+ Households in KPM's purchase data "Over 62 million households," on KPM's homepage, read October 17, 2026.
  • 95%+ Transactions tied to a loyalty card Kroger's annual report for the year to January 31, 2026.
  • 24% KPM profit growth, Q2 2026 Quarter to August 15, reported September 11, 2026; "over 20%" in the quarter before.
  • 2,697 Kroger supermarkets At January 31, 2026; 2,408 of them offer Pickup or ExpressLane.

Site, inbox, open web, aisle

Kroger retail media network ad formats, each with its buying route

KPM sells "Kroger-owned media, incentives, and offsite media properties," from Kroger's sites and emails to outside publishers, social platforms and store screens.

  • Onsite search and display

    • Bought: Self-service in the Kroger Ad Platform; Premium Placements managed
    • Units: Product Listing Ads, Targeted Onsite Ads, Promoted Product Carousels, Premium Placements, Branded Landing Pages

    Product Listing Ads promote single products across Kroger's sites and apps. Targeted Onsite Ads "act like a digital end cap," and Premium Placements fill the homepage carousel, KPM's "most visible ad placement."

  • Email, push and offers

    • Bought: Mostly managed service
    • Units: Single Subject Emails, Email Modules, push, Targeted Digital Coupons, mailers

    A Single Subject Email carries one manufacturer's message, and Email Modules sit inside Kroger's multi-subject emails. MyMagazine reaches current buyers and acquisition households "four times a year via direct mail and digital."

  • Offsite programmatic, CTV and audio

    • Bought: Your own DSP through Direct Connect, or managed
    • Publishers: Roku, Paramount, YouTube, iHeartRadio, Pandora and more

    On YouTube, through Google's Display and Video 360, KPM campaigns get SKU-level retail conversion reporting, a first for YouTube that KPM announced on March 23, 2026. Dynamic creative optimization can vary a display ad by store banner.

  • Social platforms and creator programs

    • Bought: Self-service or managed
    • Platforms: Facebook, Instagram, TikTok, Snapchat, Pinterest

    Meta campaigns can tie exposure to verified in-store sales, Pinterest ads can add items straight to the Kroger App cart, and creator programs run from nano to celebrity influencers.

  • Screens inside Kroger stores

    • Screens: Six placement types, from an Entry Billboard to a Pharmacy Standee

    KPM announced Barrows Connected Store screens for select Kroger stores in June 2025. Modern Retail reported in January 2026 that the program had moved past its pilot.

KPM sets specs and creative rules channel by channel in its Creative Specs and Guidelines.

KAP seat or Prism brief

Self-service in the Kroger Ad Platform, or a KPM account team

KPM sells "flexible self-service and managed-service retail media solutions," and its terms let an agency act as the client for an advertiser.

  1. Kroger Ad Platform

    KAP is KPM's "unified self-service advertising platform." It is "now available to all advertisers," who join through an access list and a four-part onboarding series.

    • Onsite search and display, Branded Landing Pages, Meta campaigns and Email Module creatives
    • Bid and Budget Recommender tools, a return on ad spend (ROAS) goal per ad group, even budget pacing
    • Integrated with Pacvue and Skai, for brands that already manage campaigns in those tools

  2. KPM managed service

    Managed campaigns enter through 84.51° Prism and are "created and implemented with the help of an Account Management team."

    • Email, coupons, mailers, custom influencer work and managed programmatic, CTV and audio
    • Each campaign approved by 84.51°, then a Project Brief signed in DocuSign

  3. Direct Connect

    KPM audiences, activated in the advertiser's own demand-side platform seat and set up in KAP: The Trade Desk (Disney included), Yahoo DSP and Google's DV360.

  • Onsite search

    Second-price auction

    Advertisers set bids and budgets in KAP, and a Keyword Bid Modifier works inside KPM's second-price auction.

  • Audiences in a DSP

    Billed through the DSP

    KPM's terms, effective October 2023, fold its service fees into what the client pays the buying platform unless both sides agree otherwise.

More self-service, more places to appear

Kroger retail media news from 2026

  1. June 16, 2026

    Branded Landing Pages move into KAP

    Brand pages became a self-service campaign type, "replacing the managed-service Brand Shop solution," and ad groups gained room for 10,000 keywords, 250 of them boosted.

  2. August 3, 2026

    Product ads inside Kroger's AI Shopping Assistant

    Search and browse Product Listing Ads can also appear in the assistant, need no extra setup and can be reported separately. Modern Retail reported it live on most Kroger banners, Harris Teeter excluded.

  3. August 11, 2026

    Direct Connect becomes self-service

    DSP activation for The Trade Desk, Yahoo DSP and DV360 moved into KAP. The same update added live sports streams and Snapchat Sponsored Snaps, and put Threads in every Meta campaign by default.

  4. September 15, 2026

    A coupon behind the display ad

    In a beta, a Targeted Onsite Ad in KAP can click through to a Targeted Digital Coupon.

Paperwork and calendars

Lead times, sign-offs and spend floors at KPM

KPM added managed programmatic audio and CTV in 2025 because "many mid-sized consumer packaged goods (CPG) companies don't have dedicated programmatic audio or CTV teams."

  1. Two systems, split history

    Self-service runs in KAP and managed campaigns in 84.51° Prism. Prism removed its Direct Connect help pages in June 2026, but campaigns created there stay there, reports included.

  2. Weeks before launch

    Managed display, Snapchat and coupon campaigns need 3 weeks of lead time; an Email Module needs 5, a homepage Premium Placement 6 and a Single Subject Email 8. A new product needs 30 days on shelf before a Snapchat campaign starts.

  3. Sign-off, then sign-off again

    84.51° reviews each managed campaign before a Project Brief is signed, and "updated Campaign details may require a revised Project Brief and approval process."

  4. Measurement with a spend floor

    PrecisionView 360 needs $400K across three or more channels, a Snapchat media metrics report needs $50K, and managed offsite reporting "is variable by client investment."

Planned by goal, bought in KAP

Kroger Precision Marketing management: what a Kroger ad agency adds

For a brand on Kroger, RMIQ plans KPM campaigns by goal, runs onsite search and display in the Kroger Ad Platform and reads the reports against that goal.

Book a demo See the grocery result

  • A goal for each campaign

    RMIQ sets each campaign either to win new-to-brand households or to bring back past buyers, then picks KPM's audiences for that goal.

  • Which keywords get the boost

    A KAP ad group can boost up to 250 of its keywords and adjust bids with a Keyword Bid Modifier. RMIQ chooses the boosted keywords and sets each product's bids and budget against the ad group's ROAS goal.

  • Reports read against the goal

    RMIQ reads household penetration and closed-loop sales in KAP, and new households converted where KPM's PrecisionView reports apply.

  • Managed channels scoped on a call

    Most email, coupon and custom influencer work runs through KPM's managed service, which accepts an agency as the client. On a call, RMIQ and your team agree which channels fit your plan.

Measured on another shelf

A 2.7x increase in new-to-brand revenue: an RMIQ grocery result on Instacart

RMIQ has published no Kroger result. The nearest match to KPM's new-to-brand goal is an Instacart result: RMIQ reports new-to-brand revenue for Darey Brands' Green Valley Lactose Free brand.

  • Darey Brands

    Instacart; Kroger not included
    • New-to-brand revenue: 2.7x
    • Sales attributed to Instacart ads: 2.5x
    • ROAS gain in under 2 months: 75%

    Darey Brands saw a gap on Instacart, particularly in new-to-brand discovery and revenue, and handed RMIQ end-to-end execution of its Green Valley Lactose Free campaigns.

    Read the Darey Brands story

Weighing KPM

When Kroger earns a line in the media plan

Put Kroger in the plan when

  • Your products sell at Kroger and you want share from rival brands' buyers, a segment KPM builds from at least three competitors.
  • You sell outside grocery: KPM says many non-CPG brands can benefit from its audiences on social and display through DSPs.
  • Store sales count: more than 95% of Kroger transactions are tied to a loyalty card, and KPM matches ad exposure to those purchases in store and online.

Leave room for

  • Lead time of 3 to 8 weeks on managed channels.
  • Time to read results: a PrecisionView 360 report arrives about 5 to 9 weeks after the last exposure.

Straight answers on KPM

Kroger advertising agency FAQ

What is KPM at Kroger?

KPM is Kroger Precision Marketing, which Kroger's annual report calls "our retail media business." It sells ads on Kroger's sites, apps, emails and stores, and offsite, using purchase data from more than 62 million households. In July 2025 it also took in Kroger's insights and loyalty marketing teams.

Is 84.51° part of Kroger?

Yes. Kroger's annual report calls 84.51° LLC "Kroger's data analytics subsidiary." 84.51° describes itself as a retail data science, insights and media company, with Kroger Precision Marketing as its retail media solution, and KPM's contract terms are signed with the same company.

Does Kroger Precision Marketing work with agencies?

Yes. KPM calls the Kroger Ad Platform the place where "brands and agencies" plan, build, activate and measure campaigns, and its terms let an agency be the client, acting for the advertiser. RMIQ is an agency that works for brands; it lists Kroger among the networks it supports and publishes client results on Walmart and Instacart.

Can brands buy Kroger Precision Marketing self-service?

Yes, for much of it. The Kroger Ad Platform is "now available to all advertisers" and covers onsite search and display, Branded Landing Pages, Meta campaigns and Direct Connect to DSPs. Most email, coupon and custom influencer campaigns go through KPM's managed service, with 3 weeks of lead time or more.

Do brands need to sell at Kroger to advertise with KPM?

For Product Listing Ads, yes: they promote individual products across Kroger's sites and apps. Brands outside grocery have another route. KPM says many non-endemic brands, those outside consumer packaged goods, can benefit from activating its purchase-based audiences on social and display through DSPs such as The Trade Desk, Yahoo DSP and Google's Display and Video 360.

Does an agency get Kroger's household purchase data?

No. Under KPM's terms, audience data is "an aggregated set of pseudonymous identifiers" with no directly identifying information, and clients may not publish or re-identify it. Results come back as aggregated measurement. For deeper analysis, KPM offers separate tools: 84.51° Stratum, and Collaborative Cloud, where data science teams model transaction-level data.

Elsewhere on RMIQ

Grocery networks and RMIQ explainers beyond Kroger

Other grocery and US networks

References10 sources

Each source is listed with the date it was published; pages that show no date are marked with the date they were read.

  1. Kroger Precision Marketing, homepage, About Us, FAQs, Retail Media, Onsite Search & Display, Email & Push Notification, Incentives, Targeted Digital Coupons, Programmatic, Connected TV & Audio, Social & Influencer, Kroger Ad Platform, Creative Specs & Guidelines, 84.51° Stratum and 84.51° Collaborative Cloud, no date shown, read October 17, 2026
  2. Kroger Precision Marketing, Kroger Ad Platform onboarding sign-up, January 5, 2026; In-Store Media Guidelines, August 2026
  3. Kroger Precision Marketing news: Creator commerce, September 8, 2026; Offsite media update, August 11, 2026; Shopping Assistant PLAs, August 3, 2026; Kroger Ad Platform update, June 16, 2026; Display & Video 360 collaboration, March 23, 2026; Offsite media update, March 9, 2026; Kroger Ad Platform update, February 24, 2026; PrecisionView 360, February 17, 2026; Stratum Performance Dashboard, February 9, 2026
  4. Kroger Precision Marketing news: Managed-service expansion, September 22, 2025; Full-funnel brand growth engine, July 29, 2025; In-store advertising, June 18, 2025; PLA incrementality reporting, May 13, 2025; In-house advertising platform, June 28, 2023
  5. Kroger Precision Marketing, Terms and Conditions for KPM Services, effective October 1, 2023; Managed Service Offsite Media Metric Reporting Policy, April 8, 2025
  6. 84.51° Prism Learning Center: Managed Service FAQs, October 1, 2026; Report Center, August 17, 2026; About 84.51° Prism, July 24, 2026; Audience Library and KPM Managed Service, May 8, 2026; Create a Snapchat Ad, April 16, 2026; What's new release notes, September 15, 2026; channel how-tos (display, Email Module, Single Subject Email, Premium Placement, Targeted Digital Coupon, Custom Influencer), no date shown, read October 17, 2026
  7. 84.51°, company description on its job board, read October 17, 2026
  8. The Kroger Co., Form 10-K for the year ended January 31, 2026, with Exhibit 21.1, filed March 31, 2026; first quarter 2026 results, June 18, 2026; second quarter 2026 results, September 11, 2026; About Kroger, June 16, 2025
  9. Modern Retail, Retailers like Kroger, CVS plan many more screens for in-store ads in 2026, January 6, 2026; Kroger's AI shopping assistant has ads at launch, August 4, 2026
  10. RMIQ, Darey Brands case study, August 31, 2026; homepage, read October 17, 2026

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