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Clarity in Commerce: Cara Pratt

Kroger Precision Marketing’s SVP discusses “Good Bets & Best Practices in Retail Media.”

Another day, another retail media network launch — or so it seems.

As marketing dollars continue flowing into the retail media space and new platforms enter the marketplace at a relentless pace, brand advertisers are being faced with a dizzying array of options for their investments.

In the latest installment of our “Clarity in Commerce” series, Cara Pratt, SVP at Kroger Precision Marketing (KPM), outlines the unique ways in which the retail media networks operated by grocers are leveraging their first-party data to help advertisers more effectively reach targeted audiences, drive incremental sales and — yes, it’s true —build their brands.

Pratt is a recognized pioneer in the retail media industry and a respected thought leader in the marketplace. She was instrumental in the launch of KPM in 2017, and continues to guide strategy, media product development, sales, and operations of in-store, onsite and off-site media advertising.

The retail media business of the largest grocer in the U.S., KPM is one of the oldest and most successful platforms in operation today. Powered by the data science provided by Kroger’s 84.51° analytics arm and the retailer’s longstanding loyalty card program, KPM seeks to close the loop between media exposure and store sales to make brand advertising more addressable, actionable, and accountable.

Listen to the interview below.

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