Advertisers Can Target Kroger Audiences Through Yahoo’s DSP With New Partnership

Yahoo Advertising struck a data-sharing deal with retail media network Kroger Precision Marketing, ADWEEK can exclusively reveal. This will let advertisers target the national grocer’s audiences programmatically through Yahoo’s demand-side platform.

The partnership marks KPM’s second DSP partnership since last fall and ushers in a new focus on commerce media for Yahoo Advertising.

It is also the latest sign of the growing connections between retailers and media platforms. With the U.S. retail media market projected to reach $64.73