{"id":175581,"date":"2023-06-30T11:51:42","date_gmt":"2023-06-30T09:51:42","guid":{"rendered":"https:\/\/ipmark.com\/?p=175581"},"modified":"2023-06-30T14:41:59","modified_gmt":"2023-06-30T12:41:59","slug":"kroger-lanza-plataforma-autoservicio-retail-media","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=175581","title":{"rendered":"Kroger lanza una plataforma de autoservicio (SSP) de Retail Media"},"content":{"rendered":"<p><strong>Mientras en Espa\u00f1a poco a poco va aumentando la oferta de retailers que comienzan a desplegar su oferta de Retail Media, en Estados Unidos, pa\u00eds con un mayor desarrollo del canal, los distribuidores refuerzan su oferta para impulsar a\u00fan m\u00e1s la inversi\u00f3n por parte de las marcas.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Ha sido el caso de la cadena de supermercados<strong> Kroger<\/strong>, que ha anunciado el <strong>lanzamiento de una plataforma de auto-servicio (SSP)<\/strong>, con el objetivo, informan, de facilitar a los anunciantes la activaci\u00f3n, medici\u00f3n y optimizaci\u00f3n de campa\u00f1as lanzadas tanto en sus propios activos como en otros medios, impulsados por sus datos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan han explicado desde Kroger Precision Marketing (KPM), la divisi\u00f3n de Retail Media de Kroger, en un principio <strong>la nueva plataforma permitir\u00e1 la compra de espacios en las listas de producto de la web del supermercado, y la publicidad display onsite<\/strong>. Pero finalmente se ampliar\u00e1 para impulsar un portfolio completo de servicios de retail media, <strong>incluyendo la compra de televisi\u00f3n conectada (CTV) y otros medios digitales offsite<\/strong>, con datos del distribuidor estadounidense.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con <strong>Cara Pratt<\/strong>, senior VP de <strong>KPM<\/strong>, hasta ahora la oferta de Retail Media de Kroger se manten\u00eda separada, teniendo por un lado la compra de b\u00fasqueda, la de display por otro, y la de curaci\u00f3n de activos creativos en un \u00faltimo paquete.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHa habido un ecosistema demasiado fracturado para que las marcas escalaran de forma productiva su inversi\u00f3n en se\u00f1ales retail, y es nuestra responsabilidad como retailers de crear ese entorno y esos puentes de confianza que llevan a la correcta ecuaci\u00f3n de valor para las marcas\u201d, ha expresado Pratt.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Al unificar estos tres puntos de acceso se reduce la fricci\u00f3n en la compra, planificaci\u00f3n y evaluaci\u00f3n post-campa\u00f1a<\/strong>, asegura. Con la posibilidad, adem\u00e1s, de <strong>percibir un mismo incremento de ventas con un 50% menos de impresiones que con la inversi\u00f3n en otros medios digitales<\/strong>, a\u00f1ade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las capacidades iniciales que permitir\u00e1 la nueva plataforma, se incluyen la segmentaci\u00f3n a trav\u00e9s de insights basados en b\u00fasquedas y otros grupos personalizados; el dise\u00f1o de mensajes creativos; la optimizaci\u00f3n por presupuesto, mensaje y tramos; y elaboraci\u00f3n de informes con datos como la penetraci\u00f3n por hogar o el aumento de ventas o unidades vendidas.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La nueva plataforma unifica la compra en activos onsite y offsite para facilitar e impulsar la inversi\u00f3n de las marcas en el retailer. <\/p>\n","protected":false},"author":29,"featured_media":175584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[175,2226],"class_list":["post-175581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-inversion-publicitaria","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kroger lanza una plataforma de autoservicio (SSP) de Retail Media<\/title>\n<meta name=\"description\" content=\"La nueva plataforma unifica la compra en activos onsite y offsite para facilitar e impulsar la inversi\u00f3n de las marcas en el retailer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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