Meredith acquires Grocery Server to better target shoppers
Meredith Corporation, whose brands include Better Homes and Gardens, Shape, and Allrecipes, has acquired shopper marketing platform Grocery Server to better target consumers.
As the company expands its digital capabilities, the platform provides a number of ways for ads to more effectively reach consumers on mobile. For example, if someone is searching Allrecipes.com for a messy meal like sloppy joes, Grocery Server’s technology will suggest paper towels on sale at a nearby retailer.
It also combines hyperlocal targeting with a network of grocery stores in order to reach consumers with time-sensitive and relevant product offers.
Jon Wether, president of Meredith Digital, said: “We are focused on adding services and assets that actively engage our audiences at home, on the go and in the store to better serve our broad base of agency, advertising and marketing partners.”
The publisher began using Grocery Server’s technology last year and has already used it in native advertising campaigns for brands such as Target, Unilever, and Del Monte.