Retail media is evolving with Koddi, a leader in retail and commerce media technology, joining forces with In-Store Marketplace (ISM), a centralized platform for digital in-store media. Their partnership aims to unify and simplify programmatic access to in-store retail media, making it as approachable as traditional digital channels. This collaboration represents a key advancement toward connecting physical retail environments with broader omnichannel media strategies.
Unifying In-Store Media with Programmatic Efficiency
Programmatic buying has transformed digital advertising by streamlining media purchases across multiple channels, but in-store media has often remained fragmented and difficult to access programmatically. Brands seeking seamless omnichannel campaigns face operational challenges when integrating in-store touchpoints alongside online platforms. The Koddi-ISM partnership addresses these obstacles by bringing programmatic principles to physical retail media, allowing advertisers to plan and execute campaigns that encompass both digital and physical locations in a coherent way.
How the Koddi-ISM Integration Works
Koddi’s enterprise supply-side platform (SSP) activates ISM’s in-store media inventory, enabling demand-side platforms (DSPs) such as Yahoo DSP to buy these placements programmatically. This integration provides advertisers with familiar interfaces to access both public and private in-store media campaigns, simplifying operations and creating unified buying experiences. By connecting these platforms, the partnership extends programmatic capabilities beyond traditional digital screens to include digital signage and other in-store touchpoints.
Benefits for Brands and Retailers
- Increased transparency into media performance across physical and digital channels
- Easier activation and management of in-store campaigns through existing programmatic tools
- Opportunities for retailers to better monetize physical assets by offering streamlined, programmatically accessible media formats
The collaboration empowers brand advertisers to build consistent, omnichannel strategies without the operational complexity historically associated with in-store media. Retailers gain new revenue streams and enhanced control over their media inventory, while media buyers benefit from integrated workflows and consolidated reporting.
In summary, the Koddi and In-Store Marketplace partnership marks a step toward bridging the gap between physical and digital retail media. This unified approach paves the way for more comprehensive, measurable campaigns that connect all consumer touchpoints, supporting the ongoing shift toward truly omnichannel retail media strategies.
