Kroger’s retail media unit, Kroger Precision Marketing, is working with TikTok to let advertisers target the grocer’s shoppers on the platform using purchase data through TikTok’s self-service advertising system. The arrangement follows a March collaboration with Google that brought Kroger’s shopper analytics to YouTube ad targeting, and reflects the growing role social media plays in product discovery, with Kroger saying households that engage with social content spend twice as much as its average customer. By identifying its shoppers on TikTok, Kroger says advertisers can influence them from product discovery through purchase and keep brands top of mind. The deal landed just ahead of Walmart’s announced acquisition of self-service CTV ad platform Vibe.co, as grocers and big-box retailers race to extend their retail-media data off their own properties.
