Create a Programmatic CTV Ad

How-to | 11/25/2025 | Learn how to create a Programmatic CTV Ad

Connected TV (CTV) refers to internet-connected TVs and streaming devices (like smart TVs) that deliver digital content through apps instead of traditional cable. CTV offers viewers on-demand and live streaming content, making it one of the most popular and fast-growing formats in digital media today.

Connected TV (CTV) advertising reaches audiences streaming premium content with ads served before programming or during traditional commercial breaks. Programmatic CTV ads leverage Kroger data to connect customers with relevant video content on streaming TV services.

Use Programmatic CTV ads to drive awareness for your brand by educating targeted Kroger shoppers about your products.

You can have Programmatic CTV ads with or without added Kroger branding.

Programmatic CTV ads can help:

Generate awareness to reach a captive audience.
Inspire usage and showcase your products in premium, high-attention environments.
Influence purchase intent by strategically placing your ads within trusted, brand-safe streaming content.

Purchasing Programmatic CTV premium inventory via The Trade Desk (TTD) enables you to reach Kroger customers with premium video ads on top streaming platforms and connected devices in a brand-safe, large-screen environment.

These ad spots provide full-screen, 100% Share of Voice (SOV) placements that capture attention before, during, or after premium streaming content.

You can also bring your own pre-existing Influencer creative content to run in your Programmatic CTV ad!

Managed Service Disney

Programmatic CTV also has a Disney offering. Managed Service Disney offers a streamlined way to reach Kroger households across Disney’s expansive portfolio. By combining the power of Kroger’s data with Disney’s premium, award-winning live and on-demand content, you can engage with highly relevant audiences and build memorable brand awareness where it matters most.

If you select Disney as your Premium Publisher A company that displays ads on their digital space., your Campaign must be submitted as a separate channel (no Cross-Channel Campaigns).

Populate Schedule

A four (4) week lead time is needed for this type of Campaign.

Use the calendars to enter your Media Start Date The first day the campaign is displayed to customers (for example, March 1, 20YY). and Media End Date The last day the campaign is displayed to customers (for example, March 1, 20YY)..

The recommended length of this type of Campaign is four (4) to 12 weeks.

Once you enter these dates, the Milestones table with important milestones is automatically populated.

Add Influencer Content

Select Yes or No to answer, Will this campaign be promoting Influencer created content?.

If Yes, confirm that the content follows KPM Influencer Guidelines and that you have usage rights.

To learn more about these guidelines, see Kroger Precision Marketing Influencer Guidelines.

If you need new Influencer creative services, see:

Add Measurement UPCs

Click Add UPCs Universal Product Codes.
Click Add UPCs to select a method for adding UPCs.

Method and use case	Instructions
CPG to Brand Drilldown to: Find specific brands by their CPG (like Simple Truth within The Kroger Co.) Use when you want to add an entire brand to your coupon to ensure everything tied to a brand is captured; good for portfolio activations	Click through the Kroger hierarchy until you reach the desired level (like The Kroger Co. > The Kroger Co. > Simple Truth). Click the checkbox next to the brand you want to add. The summary box on the left confirms the number of UPCs in the selected brand. Click Add UPCs to Campaign.
Location in Hierarchy to: Find your UPCs in the Kroger hierarchy Reflects how Kroger categorizes products sold in-store. You can drill into the highest level, Primary Department, through mid-levels (like Commodity), all the way down to individual Scan UPCs.You can add UPCs starting with the Commodity level down through the Scan UPC level. Selecting at the Commodity and Sub-Commodity levels adds all UPCs in that Commodity or Sub-Commodity. Use when you want to capture all UPCs in a specific category for your coupon; it's helpful to have knowledge of the Kroger hierarchy when using this option	Click through the Kroger hierarchy until you reach the desired level (like All > Grocery > Groc-All Other > Dry Noodles and Pasta). Click the checkbox next to the group of products you want to add. Click Add UPCs to Campaign.
UPC Description Search to: Find UPCs with keywords (like Kroger Pasta Sauce) Use when you don't have UPCs on hand, but know what product you are looking for or when you want to include pack sizes (like six (6) pack Sprite)	Enter a search term for the UPC. 84.51° Prism searches for the search term in the UPC description and returns results accordingly. Select all the UPCs you want to add. Click Add UPCs to Campaign.
Manual Entry to: Copy and paste your UPCs directly into 84.51° Prism Use when you have a prepared list of product UPCs	Enter (or copy / paste) your 13-digit UPCs. Click Validate UPCs. Select all the UPCs you want to add from each column (Matching UPCs All UPCs matching what you entered/pasted, Alternate UPCs UPCs that you entered / pasted that are found when dropping the check digit (the last number of the UPC)., and/or Not Found UPCs UPCs that you entered/pasted that were not found. If these are new products, they may not validate, but you should still include them.). Click Add UPCs to Campaign.
Product Groups to: Add UPCs from a previously saved Product Group Create a new Product Group Use when you have a group of frequently used UPCs	Search your Product Groups by entering a search term. If you don't have any Product Groups or want to create a new one, click Create Product Group. To learn more, see Product Groups. Select the Product Group(s) you want to add. Click Add UPCs to Campaign.

Enter Targeting

Select an answer to the question, Is this activation with Premium Publishers with Clean Room Measurement? If so, which Premium Publisher?.

If prompted, answer additional questions about this activation.

If you select Disney as your Premium Publisher, your Campaign must be submitted as a separate channel (no Cross-Channel Campaigns).
Enter your Channel Budget.

Your Channel Budget is the available budget for this channel, not including downloads, redemption, or any costs other than insertion.
Set the Frequency The number of times your campaign will be optimized in flight according to your chosen initiative or the average number of times an individual sees an ad during a campaign to help balance exposure without causing ad fatigue..

The default frequency is six (6).
(Optional) Enter any Guidance for this Audience.

This guidance helps to define the audience you want to target for this Campaign.
Select an answer to the question, How should this channel be optimized in flight?.

Awareness — Introduce and raise awareness of your brand with customers

Select an answer to the question, What kind of targeting do you want to use for this campaign?.

Prism Custom Audience — Science-driven audience building recommendations refined by segment customization based on the channel, objective, and UPCs used for model scoring

Work with your Account Manager to create your Prism Custom Audience.

Once targeting is finalized, you'll see the details in your channel.
1. Click Create Audience, then follow the instructions toCreate Custom Audience Segments.
2. (Optional) Use the dropdowns to prioritize your Audience Segments.
  
  To learn more, see Mutual Exclusivity.
3. Click Next.
4. Select Which audiences should be used with this channel?.
5. Click Next.
6. Click Request Audience to submit your Audience request.
  
  During this process, your Audience Segments are created and sized for your Campaign. If there are any issues, you'll receive an alert.
You can click Return to Channel at any time to go back to the Campaign intake process.
A maximum of five (5) Audience Segments are allowed for this type of Campaign.

Set up Ad Experience

Select Yes or No to answer, Do you plan to provide KPM-approved 3rd party tracking tags?.

If Yes, answer any additional questions that appear and provide any additional information that will help the 84.51° Prism team with this Ad Experience.
KPM uses Clinch and DoubleVerify. Tracking tags include ad server tags, brand verification, and brand lift measurement.

Accepted tags include:
- Impression tags
To learn more about tags, see KPM tagging guidelines.
Select a Video Duration.
Select which Audience Segment you want for this version.
- Your created Audience Segments will appear here.
(Optional) Enter any notes you have in the text box.

To learn more about creative specs, see KPM creative specs and policy documents.
Click Add UPCs to add Promoted Product UPCs.
Select Which divisions should be included?
Select Yes or No to answer, Are any of the promoted products New at Kroger Introduces new items to Kroger customers with offers targeting category-relevant householdss with highest propensity for trial.?.

New products must be on-shelf for at least 30 days prior to Campaign start date to ensure they are available to customers.

If Yes, enter the On-Shelf Date for the products.
(Optional) Click Add Another Version to create additional creative versions for your Campaign.
(Optional) Repeat the steps above for each additional creative version.

Save Campaign Details

After you enter all of your Campaign Details, click Save.

You can click Save at any time and return to finish your Campaign Details later, if desired.

View report

Your Media metrics and wrap report will include, but is not limited to, the following metrics:

Impressions
Reach
Frequency The number of times your campaign will be optimized in flight according to your chosen initiative or the average number of times an individual sees an ad during a campaign to help balance exposure without causing ad fatigue.
Viewability
aROAS Attributable Return on Ad Spend: The total sales of the test group relative to the Total Campaign Cost as determined by the total sales for the products being measured.
iROAS Incremental Return on Ad Spend; the total sales difference between test and control relative to the total as determined by the total sales uplift generated by households targeted for the coupon.
Household Penetration
Uplift and Total Sales
Visits
Units (Overall)
Units by Audience Segments