Koddi partners with Skai to disrupt retail media growth
- Koddi and Skai announced a strategic partnership to integrate their advertising platforms, enhancing retail media capabilities.
- This collaboration aims to simplify processes for advertisers and improve efficiency for retailers, addressing challenges in the fragmented retail media landscape.
- The integration positions both companies to leverage the rapidly growing retail media sector, projected to capture 25% of media spend by 2028.
In San Francisco on December 12, 2024, Koddi and Skai unveiled a strategic partnership aimed at accelerating the growth of retail media. The integration between Skai's advertising platform and Koddi Ads allows advertisers to effortlessly engage new retail media networks without excessive development work. As retail media channels rapidly evolve, the partnership seeks to accommodate varying ad formats, targeting options, and reporting standards encountered by advertisers within the fragmented landscape of more than 200 retail media networks. The collaboration aims to enhance efficiency for retailers by increasing advertiser demand and allowing them to scale operations more effectively. With Koddi's robust platform serving as infrastructure, retail media networks can operate at enterprise scale while meeting the heightened demands of a shifting advertising environment. The partnership is set against the backdrop of retail media being one of the fastest-growing channels, projected to account for 25% of all media spend by 2028. Nicholas Ward, President of Koddi, highlighted that this integration would not only speed up advertisers' access to effective targeting capabilities but also enable retailers to maximize the monetization of their media assets across various channels. As often complex advertising processes become simplified through this collaboration, both parties anticipate enhanced performance and sustainable growth moving forward. Gil Sadeh, President of Skai, articulated the significance of seamless collaboration in maturing retail media networks, emphasizing the necessity for a unified solution that improves advertising performance. As the landscape continues to evolve and offsite strategies incorporate connections to other publishers and CTV platforms, the combined efforts of Koddi and Skai position retailers to align advertising endeavors with wider marketing initiatives. By addressing contemporary challenges in retail media, the partnership sets the stage for both advertisers and retailers to navigate the future advertising landscape more efficiently.