Strategic integration brings OpenRTB standards to onsite retail inventory across the US and Europe, enabling brands to activate high-intent placements alongside omnichannel campaigns

Teads, the omnichannel outcomes platform, and Koddi, a leading commerce media platform, announced a global partnership delivering an open, universal OpenRTB standard for onsite retail media inventory. Building on Teads’ position as an early innovator in bringing real-time bidding (RTB) capabilities to native retail listings, this strategic collaboration directly tackles the top challenges facing advertisers today: according to IAB Europe’s Attitudes to Retail Media report, the fragmentation of retail media networks (51%) and a lack of standardization (53%) remain the primary barriers for buy-side stakeholders.

The integration enables advertisers to unify onsite retail media with their broader omnichannel strategy, seamlessly activating Sponsored Product Ads (SPAs) and high-intent Display placements in Teads Ad Manager across Koddi-powered networks in the US and Europe, including platforms such as Gopuff UK, Hopper, and Wolt Ads.

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“At Wolt Ads, we’re focused on giving brands more ways to reach highly engaged, high-intent shoppers across our platform,” said Catalina Salazar, Global Head of Advertising at Wolt. “Opening our marketplace to differentiated demand partners like Teads via Koddi Ads lets us bring in incremental demand via the buying platform of the advertiser’s choice while maintaining full control over how our inventory is monetized.”

Retailers using Koddi Ads are adopting open programmatic to maximize inventory yield and meet demand in their preferred DSP. Supported by sales teams in over 55 countries, Teads supports Koddi Ads retailer partners, like Wolt Ads, with scaled and differentiated advertiser demand.

“Advertisers can activate retail media as part of their broader omnichannel strategy in Teads Ad Manager, reducing complexity while maximizing their campaign’s performance,” said Justin Sparks, GM of Retail & Commerce Media at Teads. “By embracing OpenRTB as a standardization framework, retailers unlock access to significantly more demand by opening up to omnichannel DSPs like ours. We believe this partnership represents the future of retail media: open, standardized, and integrated into the broader advertising ecosystem, connecting shopper and national brand dollars to the same pipes globally.”

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Koddi’s commerce media platform enables retailers to open their valuable onsite inventory programmatically while maintaining complete control over inventory, pricing, and quality standards. Through this partnership, enterprise networks using Koddi’s platform can now access Teads’ global advertiser base seamlessly without managing custom, proprietary integrations.

“Our integration with Teads represents a significant milestone in making retail media truly programmatic on a global scale,” said Nicholas Ward, President at Koddi. “By connecting premium demand from Teads’ global advertiser ecosystem with retailers’ high-intent onsite inventory across markets, we’re empowering brands to scale retail media activation efficiently while giving retailers access to meaningful incremental demand.”

This partnership establishes a foundation for expanded ad format support and additional retail partnerships across markets in the future.