Retail media tech business Pentaleap has partnered with omnichannel platform Teads to deliver a real-time bidding (RTB) integration for retailers’ onsite sponsored product ads (SPAs).
As a result of the partnership, advertisers will be able to activate SPAs across multiple retail networks through the Teads Ad Manager.
“We’re witnessing a shift in how retailers sell ad inventory,” said Andreas Reiffen, CEO and Co-Founder of Pentaleap. “Retailers can now run SPAs via RTB for the first time ever – turning onsite retail media into something truly programmatic,” said Andreas Reiffen, CEO and Co-founder Pentaleap.
“Historically, slow load times blocked programmatic solutions like RTB from working for onsite sponsored products… This technology gives retailers access to demand from platforms where brands already spend – allowing brands to engage customers faster and more effectively than ever before.”
According to Pentaleap and Teads, their partnership will provide retailers with access to Teads’ advertiser ecosystem, while maintaining full inventory control; integration with existing advertiser demand through single-platform management; and RTB capabilities that attract brands.
For brands, the promise is of streamlined activation; high-intent placements; and full-funnel optimisation and closed-loop sales reporting.
“For the first time, advertisers can activate retail media alongside their broader omnichannel campaigns in Teads Ad Manager,” said Craig Hughes, EVP Corporate & Business Development at Teads. “We’re reducing complexity for advertisers, enabling activation across multiple retail environments alongside their existing upper-funnel campaigns. This is a major step in delivering full-funnel activation for brands.”
