Roku has partnered with grocery giant Kroger to integrate data from the country’s largest supermarket chain into its newly launched shopper data program.
The tie-up is geared toward CPG marketers, who can now use data from Kroger’s Precision Marketing arm for targeting and measurement purposes across Roku’s roughly 40 million households.
Roku is bolstering its targeting capabilities in the hopes of luring more brands away from linear TV, which continues to see declining viewership as consumers cut the cord.
“It’s incredibly important for CPG advertisers as they’ll continue to need to shift money out of linear and into streaming to find consumers that have cut the cord, but then there’s also an additional ability for them to make those dollars work harder for them and to measure those dollars in a way they could not before with their linear buys,” said Alison Levin, vp of ad sales and strategy at Roku.
Roku
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