Magnite announced it has been selected as one of the inaugural CTV platforms to support The Kroger Co.'s retail media advertising business, Kroger Precision Marketing (KPM). Working with Magnite, KPM will enable its first party data packaged with premium omnichannel inventory, with an emphasis on CTV but spanning all formats including display and online video. Magnite reaches 80 million CTV households in the US and 9 out of 10 viewers of ad-supported TV.

The collaboration will enable advertisers to purchase CTV and video inventory enriched with KPM first party data through the buy-side tools of their choosing. Magnite also recently announced a deal with LG Ads Solutions to bring ACR data and inventory from LG smart TVs together with Magnite's offering. As America's large grocery retailer, Kroger serves 60 million households annually nationwide.

Key to their retail media offering, Kroger's popular loyal-shopper program is connected to 96% of store sales. Kroger Precision Marketing was created nearly five years ago, applying data science to better connect consumer packaged goods brands with relevant households. The retail media network sells self-service advertising on Kroger digital properties, managed-service advertising through publisher collaborations, and programmatic advertising through its private marketplace.