84.51°, also known as Kroger Precision Marketing, is a privately owned American company founded in 2015. A subsidiary of Kroger, it specializes in retail data science, insights, and media, primarily utilizing real-time bidding (RTB) and programmatic advertising technologies. While closely integrated with Kroger's Precision Marketing efforts, 84.51° operates as a separate entity offering data analytics services and insights to consumer packaged goods (CPG) companies and other businesses. As of 2024, the company employs approximately 1420 people and generates annual revenue under $1 billion. Its headquarters are located in the United States.
84.51's Account Management Director, Dan Brach, highlighted the company's solution execution capabilities, enabling consumer packaged goods companies to analyze data, make recommendations, and engage with shoppers. A video featuring Amie Owen, Global Chief Commerce Officer at IPG Mediabrands, discussed how real-time audience data is reshaping brand strategy and performance media. The company also released Digital Journey, providing insights into ecommerce shopping trends across Kroger's digital properties. Internally, 84.51 focuses on a "Living Our Purpose" initiative, aiming to integrate its mission into all organizational aspects. Finally, a news piece discussed the traditional approach companies take when adopting new enterprise technologies, such as AI, often using small pilot projects.
84.51 offers 2 products in the ad tech and media and telecoms services industries. 84.51's product portfolio comprises of data, targeting and identity and search, social, and retail media.
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84.51's revenues were less than $1B in 2024. Caretta Research has split 84.51's revenue into 2 different product categories, the largest of which is data clean rooms, identity resolution and audience activation. For full access to 84.51's revenue breakdown subscribe to Caretta Portal.
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