Roku and Kroger Team Up, Tie TV Ads to Grocery Shopping

Shares of both over-the-top streaming media company Roku (NASDAQ: ROKU) and supermarket chain Kroger (NYSE: KR) rose Monday after they announced plans to join forces and pool their expertise to build new "targeting & attribution tools to make TV advertising more effective."  

Roku makes some of the nation's most popular devices for streaming television shows and movies over the internet, as well as software to operate such devices. Kroger is the nation's largest supermarket chain and its Kroger Precision Marketing (KPM) program is a leader in data science, tracking the behavior of more than 60 million grocery-shopping households across a chain of nearly 2,800 supermarkets so as to better target promotions such as coupons.

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Source Fool.com