Pentaleap & Teads Breakthrough: RTB Arrives for Onsite Retail Media
New integration tackles fragmentation, uniting sponsored product advertising for omnichannel campaigns.
On July 24, 2025, Pentaleap and Teads announced a partnership enabling real-time bidding (RTB) for onsite Sponsored Product ads. This marks the first programmatic solution allowing activation across multiple retail media networks, directly addressing long-standing industry fragmentation.
Solving the Speed Challenge for Programmatic Retail Media
The integration combines Pentaleap’s advanced high-speed ad serving technology with Teads’ extensive global brand partnerships. Historically, delivering RTB for onsite Sponsored Products presented a challenge because these ads require millisecond-level response times that traditional programmatic platforms struggled to meet. This solution overcomes those limitations by ensuring rapid bid requests and responses without compromising user experience or ad effectiveness.
Advertisers gain the ability to manage retail media campaigns alongside broader omnichannel advertising using Teads Ad Manager, streamlining operations and expanding reach. Retailers benefit by diversifying revenue streams and retaining control over their inventory through unified campaign management.
Johan Perron, CEO of Pentaleap, stated, “This integration represents a key step in evolving retail media into a fully programmatic and scalable channel, unlocking new opportunities for both retailers and advertisers.”
Driving Standardization Amidst Market Growth
The partnership emerges as retail media experiences rapid market expansion. According to eMarketer, US digital ad spend on retail media is set to exceed $50 billion by 2026, with Europe exhibiting similarly strong growth. As the industry moves away from siloed “walled gardens,” demand for interoperable programmatic solutions is increasing.
By aligning with initiatives such as IAB Tech Lab’s OpenRTB updates for product listing ads and IAB Europe’s retail media definitions, the Pentaleap-Teads integration supports vital standardization efforts. It promotes a more unified and efficient ecosystem where multiple retail media networks can coordinate programmatic activations, reducing friction and complexity for all stakeholders.
Outlook: A Unified Future for Omnichannel Advertising
This development equips retailers to attract premium demand and deploy advanced capabilities more effectively. Brands and agencies gain operational simplicity and broader programmatic access to retail audiences. As retail media continues to merge with omnichannel advertising strategies, this integration positions the sector as an essential element of holistic marketing efforts rather than an isolated niche.
