The partnership between streaming platform Roku and Kroger Precision Marketing (Kroger’s retail media arm) proves that in connected TV advertising, scale doesn’t have to be sacrificed for targeting. 

Why it matters

Even though many brands look to CTV to deliver on the targeting more commonly associated with digital advertising, they may also need it to drive scale, as viewers move away from linear TV. Partnerships that do both are worth studying.

Takeaways 

• Because of the reach of first-party data across Kroger’s loyalty program and Roku’s subscriber base – each of which total 60 million people – the partnership can tailor...