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Kroger and Disney come together to appease advertisers

Audience platforms will be used to impact sales, household penetration

Bill Wilson, Senior editor at Supermarket News

April 24, 2023

1 Min Read
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The partnership is launching in limited beta and will be available as a managed service with some CPG advertisers.Kroger

If you need to partner up with someone, few have a stronger handshake than Disney.

That’s why Kroger Precision Marketing has decided to connect with the world of Mickey Mouse, more specifically Disney advertising, to share first-party behavioral data for targeting streaming audiences and measuring results, including sales and conversions by household.

The two platforms are pretty powerful. About 60 million households shop Kroger, headquartered in Cincinnati, every year, and Disney has 250 million user IDs, including 100 million household IDs across the country at its disposal.

The first alpha test has been marked a success, as Pepsi saw a “statistically significant” lift in sales and household penetration, according to Kroger Precision Marketing.

As part of the beta, Kroger’s retail media division will use an AI model to recommend the household segments most likely to help an advertiser meet campaign goals against Disney’s inventory. In addition, Kroger will use LiveRamp to share the IDs with Disney for targeting. Kroger also will receive the impression logs through LiveRamp. The data will be used to measure the ad exposures and connect them to sales, brand lift, etc.

The partnership is launching in limited beta and will be available as a managed service with some CPG advertisers. The program should be available later this year.

Related:Is Kroger on the verge of launching Apply Pay in stores?

A test will run on Hulu inventory for now, but ESPN and Disney could be added at a later date.

About the Author

Bill Wilson

Senior editor at Supermarket News

Bill Wilson is the senior editor at Supermarket News, covering all things grocery and retail. He has been a journalist in the B2B industry for 25 years. He has received two Robert F. Boger awards for his work as a journalist in the infrastructure industry and has over 25 editorial awards total in his career. He graduated cum laude from Southern Illinois University at Carbondale with a major in broadcast communications.

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