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19 May 2022
Kroger/Roku partnership is example of targeting at scale in CTV
Brand partnershipsUsing customer dataOnline video planning & buying
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.