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Kroger's Purchase-Based Audiences Now Available to Yahoo DSP Advertisers for Campaign Audiences and Measurement

May 09, 2024

*Yahoo DSP customers can leverage Kroger’s rich, first-party data for precision audiences and measurement *

Yahoo Advertising today announced a collaboration with Kroger Precision Marketing (KPM), the retail media business of Kroger powered by 84.51°, to use Kroger's first-party purchase-based audiences directly in the Yahoo DSP. Now Yahoo DSP advertisers are able to activate KPM’s audiences to reach the right consumers and measure campaign results in a cookieless world.

"Using first-party data is crucial to future-proof against third-party cookie deprecation, and applying Kroger’s retail data will help to ensure addressability for our advertisers,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. "This new offering not only reinforces our privacy-safe approach, but also demonstrates our commitment to interoperability and allows advertisers to activate high-quality data across campaigns through the Yahoo DSP.”

With cookies set to fully deprecate in leading browsers at the beginning of 2025, the demand for first-party, data-driven advertising has surged. Facilitated by Yahoo ConnectID, advertisers have an opportunity to activate sustainable, future-proofed retail data. Purchase-based audiences from retailers are creating new ways for brands to understand which audience segments will drive incremental growth. On the measurement side, advertisers can use the KPM platform to attribute store sales to media exposures from the Yahoo DSP. Only mutual customers of the Yahoo DSP and KPM will benefit from the collaboration.

"Advertisers on average see 6.5x higher return-on-ad-spend when using our precision audiences,” said Cara Pratt, Senior Vice President of Kroger Precision Marketing. “By expanding our availability through the Yahoo DSP, we’re delivering even more meaningful messages and measurable brand impact.”

The relationship demonstrates how Yahoo continues to help advertisers solve for ongoing cookie deprecation online. Yahoo ConnectID, part of Yahoo Identity Solutions, reaches 205M authenticated users in the US from consented consumer relationships and partners. This identity suite enables advertisers to future-proof their business through the Yahoo DSP and maintain control and return on investment in an identity-constrained world. Today, 48,000 publisher domains have adopted Yahoo Identity Solutions.

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