CUSTOMER STORY: Supply Path Optimization

KROGER PRECISION MARKETING BOOSTS VIDEO CAMPAIGN PERFORMANCE WITH PUBMATIC

At our company, we emphasize accountable media and efficient supply path strategies backed by data. PubMatic has been key in achieving this, especially in online video, where their performance consistently outshines competitors. Their platform helps us exceed our goals and solve our inefficiency challenges.

Kaitlyn Weber

Manager, Media Activation
& Buying
Kroger Precision Marketing

Kroger Precision Marketing (KPM) is the retail media business of Kroger designed to make brand advertising more effective by closing the loop between media exposure and store sales. Powered by 84.51˚ data science and Kroger’s popular loyalty card program, KPM connects consumers to brands through engaging moments that inspire purchasing online or in-store.

THE CHALLENGE

Kroger Precision Marketing (KPM) is committed to sustainable, responsible media and takes a strategic approach to optimizing its programmatic supply paths. Previously, KPM’s media efforts were dispersed across open exchanges, focusing solely on performance optimization. KPM sought to refine this approach by getting closer to supply sources and eliminating unnecessary auction hops. This shift aims to enhance efficiency for both KPM and its clients while significantly boosting performance. To implement this strategic shift, KPM partnered with PubMatic.

THE SOLUTION: PUBMATIC’S SPO

KPM refined its media strategy by focusing its targeting on the SSP side, running video campaigns across key SSP platforms. PubMatic emerged as a top performer in scorecard evaluations and was chosen as one of KPM’s core sell-side platforms as they reduced their supply partners by more than 70%. This strategic shift to a more cohesive and data-driven approach, including the use of Private Marketplace (PMP) deals, led to significant improvements in performance metrics. Across Q1 and Q2 of 2024, KPM and its clients have seen marked improvements in key KPIs, including a decrease in reseller impressions and an increase in click-through rates (CTR), enhancing both the sustainability and performance of their media efforts.

SUCCESS BY THE NUMBERS

KPM significantly improved their media and performance by refining and reducing the number of supply partners by 70%, key to their sustainability initiatives
Together, PubMatic and KPM drove a 24% decrease in reseller impressions as part of overall media buy, optimizing towards a more efficient supply path
Partnering with PubMatic led to notable increases in KPIs — KPM saw a 20% increase in click through rate in campaigns through PubMatic

20%

Increase in click
through rate