Kroger calls on digital ad industry to embrace transparency and common metrics

Jo Bowman

Consumers and brands are demanding a digital media sector that is more transparent and accountable, executives from the Kroger retail and retail media business told the 2022 IAB Annual Leadership Meeting.

There is a growing trust gap separating consumers, brands and the digital advertising ecosystem which urgently needs to be closed.

Amanda Rassi, vice president and head of marketing at supermarket chain Kroger, advanced this perspective at the Interactive Advertising Bureau’s (IAB) 2022 Annual Leadership Meeting. And 76% of consumers, she reported, described sharing information with businesses as “a necessary evil”, while 36% were less comfortable sharing data with companies than was the case 12 months ago.

“Consumers have more options than ever; they're in control of when, where and how they shop, and the bar for their expectations keeps getting...

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