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You are what you buy: Non-endemic brands and retail data

Kiri Masters from The Drum interviews Jenny Holleran, VP at Kroger Precision Marketing, and Beth Nussbaum Gross, global commerce media partnerships lead at Yahoo DSP, about retail media’s expansion beyond CPG and grocery. Using a Chevy EV campaign as proof, they explain how Kroger’s partnership with DSPs like Yahoo makes grocery purchase data accessible for non-endemic advertisers, revealing how basket signals – from fuel purchases to organic products – deliver precision targeting, extended reach, and lifestyle insights that demographics can’t match.