Kroger’s KPM earns certification of trust

Kroger Precision Marketing (KPM) earned a high-level certificate for its ability to power “trustworthy” digital marketing programs. 

The media arm of Kroger earned the TAG Platinum Certification from the Trustworthy Accountability Group (TAG), which recognizes KPM for its ability to run digital marketing elements without ad fraud, combat malware, fight Internet piracy and promote transparency in its programs.

TAG says KPM is the first retail media platform to earn this recognition.

As private brands run more and more digital programs to meet an omnichannel retail world, trust in the process is key. KPM is only two years old, powered by Kroger’s loyalty program and seeks to get consumers to buy branded and store brand items online and in-store. KPM aims to close the loop between media exposure and store sales to make brand advertising more addressable, actionable and accountable, the company says.

"We launched KPM to push the entire media supply chain to become more effective for brands. Our TAG Platinum Certification is another sign of our commitment to transform digital media through transparency and accountability," said Cara Pratt, Vice President, Commercial and Product Strategy for Kroger Precision Marketing at 84.51°. 

TAG said retailers earn the certification by setting best practices across four program areas: TAG Certified Against Fraud, TAG Certified Against Malware, TAG Certified Against Piracy, and TAG Inventory Quality Guidelines.

"KPM's dedicated efforts to set high standards will result in a better user experience for consumers and a safer digital investment for brands doing business with TAG Certified companies like KPM,” said Mike Zaneis, President and CEO of TAG.