Cara Pratt

NEW YORK, NY — Getting clarity on advertisers’ return on investment remains the main challenge in media measurement, even as speed and precision become increasingly important in an environment where global advertising spend approaches $1 trillion with 75% allocated to digital channels, noted Cara Pratt, president of Retail & Media at Circana. “If marketers aren’t […]

Kroger’s advertising division is discovering the joy of retail media plus addressability means fewer ad impressions can generate the same sales impact. “For two years now, we’ve seen that we have the ability to use that level of precision at scale,” according to Cara Pratt, SVP of Kroger Precision Marketing at 84.51°. “We can deploy […]

LAS VEGAS — Artificial intelligence tools could help drive a new era of optimization that will adapt ad creative for cohorts of audiences. That is the view according to Cara Pratt, SVP, Kroger Precision Marketing, 84.51°. In this video interview with Beet.TV, Pratt says AI should be best use to optimize ads for audiences, not […]

MIAMI — Could Homer Simpson help Pepsi shift more soft drinks using the power of connected TV? That’s what Disney aims to find out, by launching a trial in which it will offer Hulu ads targeted using Kroger shopper data. In this video interview with research analyst Joanna O’Connell for Beet.TV, Cara Pratt, SVP, Kroger […]