Amazon Can Now Target You For Shopping At Kroger

SEATTLE—Advertisers can now target Amazon customers who also shop at Walmart, Kroger, Dollar General and other retailers through a new Amazon Ads DVA+ integration with purchase data provider Attain, EMARKETER reported. Brands can segment shoppers by retailer, combination of retailers, category and channel, and then reach them across Amazon's network, including Prime Video.

For shoppers, the practical effect is that a Tuesday trip to Kroger for milk can now inform an ad seen Wednesday during a show about a man rebuilding a boat. EMARKETER expects Amazon to take 79.4% of retail media ad revenues this year.

"We call it cross-retailer intent," said Jessamyn Ortolan-Price, a fictional head of omnichannel audiences at a fictional agency. "If you bought paper towels at Kroger and looked at paper towels on Amazon, you are what we consider a paper towel person. We will find you. We will find you at Kroger."

If you bought paper towels at Kroger and looked at paper towels on Amazon, you are what we consider a paper towel person.

• Amazon 46%
• Kroger 21%
• Walmart 19%
• Dollar General, briefly 9%
• A farmers market, in cash 5%

Where Amazon Now Knows You Also Shop

Amazon	46%
Kroger	21%
Walmart	19%
Dollar General, briefly	9%
A farmers market, in cash	5%

Source: Source: Attain, which declined to tell us where we shop. Fictional. The farmers market slice is the one nobody can see.

Agency decks distributed Wednesday, fictional, introduced a new audience segment, Loyal Elsewhere, defined as shoppers who are loyal to another store. One deck recommended a "high-intent sigh" frequency of three impressions per day.

Friend, I researched this story for 40 minutes. Since then I have been served 23 ads for a store I visited in 2019, one for a Kroger I drove past and one for my own grocery list, which was correct.

The weighted blanket appeared, of course. It appeared before the Prime Video show, during the pause and, for the first time, in a carousel labeled Also Shops At. I have never bought the blanket anywhere. It seems to know that, too, and it does not hold it against me.

At press time the fictional agency had added a second segment, Shops Nowhere, Owns A Blanket, and it had one member.

Ronan Fairweather edits retail media and DTC coverage. The weighted-blanket ad is still following him. More from Ronan Fairweather ›

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Terms in this story: Omnichannel · Retail Media