Teads and Koddi have announced a global partnership aimed at making onsite retail media inventory more accessible to advertisers through programmatic buying across the US and Europe.

The integration brings Koddi-powered onsite retail inventory into Teads Ad Manager using OpenRTB standards, allowing advertisers to activate Sponsored Product Ads and Display placements alongside wider omnichannel campaigns.

The partnership includes retail media networks such as Wolt Ads, Gopuff UK and Hopper, while giving retailers using Koddi Ads access to Teads’ global advertiser demand.

Lack of standardisation

Teads and Koddi said the integration addresses fragmentation and a lack of standardisation in retail media. According to IAB Europe’s Attitudes to Retail Media report, 51% of buy-side stakeholders identify fragmentation among retail media networks as a barrier, while 53% cite a lack of standardisation.

Retailers using Koddi Ads can open their onsite inventory to programmatic demand while retaining control over inventory, pricing and quality standards. The integration removes the need for custom proprietary connections between individual retail media networks and Teads.

Advertisers can use Teads Ad Manager to incorporate retail media placements into broader omnichannel campaigns, with access to Koddi-powered networks through OpenRTB.

“Advertisers can activate retail media as part of their broader omnichannel strategy in Teads Ad Manager, reducing complexity while maximising their campaign’s performance,” said Justin Sparks, GM of Retail & Commerce Media at Teads.

Sparks said the use of OpenRTB as a standardisation framework would allow retailers to access more demand from omnichannel demand-side platforms.

Catalina Salazar, global head of advertising at Wolt, said the partnership would allow Wolt Ads to bring in additional demand through advertisers’ preferred buying platforms while retaining control over how its inventory is monetised.

Nicholas Ward, president at Koddi, said the integration would connect Teads’ advertiser base with onsite retail inventory across markets and allow brands to scale retail media activation.

The companies said the partnership will provide a foundation for additional ad formats and retail partnerships in future.

Teads is an omnichannel advertising platform working with more than 10,000 publishers and 20,000 advertisers globally. Koddi provides commerce media technology for retailers and marketplaces, with customers including Booking.com, Kroger, Fanatics and Cars.com.