The Trade Desk has linked up with commerce media company Koddi to enable brands and agencies to buy onsite retail media inventory through the ad-buying platform.
The offering has launched with food delivery business Gopuff, with more retailers expected to make their inventory available via the platform in the coming months.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” said Michael Peroutka, Head of Gopuff Ads. “We know brands want to be able to plan, implement and optimise their media investments in unison. This partnership is a momentous step forward in bringing this vision to life. Together, we’re empowering all brands on Gopuff with the information they need to better understand, engage and sell to their customers – all in one place.”
Initially, the integration means that advertisers will be able to purchase sponsored product ads programmatically via The Trade Desk, alongside their existing media buying activity across other channels. This will eventually expand to other retail and commerce media ad formats.
“Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite advertising placements has been limited and fragmented,” said Matthew Fantazier, VP Data Partnerships at The Trade Desk. “This integration delivers a personalised shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey. By working with Koddi, advertisers can now run full-funnel campaigns on The Trade Desk platform, breaking down silos for retailers and advertisers and unlocking new opportunities for performance and measurement.”
Nicholas Ward, President and Co-founder of Koddi, added: “Our integration with The Trade Desk significantly boosts demand for our retail partners while simplifying fragmented buying experiences. Together, we’re empowering retailers and advertisers to scale retail media as part of their programmatic strategies.”
