The Trade Desk Connects Onsite & Offsite Retail Media via Koddi and Gopuff
The Trade Desk has partnered with Koddi to make Gopuff’s sponsored product ads available to programmatic buyers, marking a significant step in unifying onsite and offsite retail media inventory. This integration offers advertisers streamlined access to Gopuff’s extensive retail media, combining onsite promotional opportunities with offsite programmatic channels in a single platform.
Why This Partnership Transforms Retail Media Buying
Retail media has long been challenged by fragmented inventory, where onsite ads and offsite programmatic placements live in separate systems with varied technologies. This separation complicates media planning and execution for brands, agencies, and programmatic buyers. The Trade Desk’s integration with Koddi aims to reconcile these divisions, allowing for seamless, full-funnel campaign management through one console.
Koddi emphasizes that this connection simplifies the buyer experience, promoting efficient investment across different ad formats and platforms. Gopuff highlights that enabling programmatic access to its sponsored product inventory creates new opportunities for brand advertisers to optimize reach and conversion by engaging shoppers both onsite and beyond.
Paving the Way for Unified Commerce Media
Analysts from Luma Partners view this collaboration as a natural evolution within Commerce Media, reflecting a broader industry trend towards expansive programmatic ecosystems. The advent of “everything is an ad network” has shifted expectations, requiring Retail Media Networks to open supply beyond traditional boundaries.
This shift addresses a longstanding tension between RMNs’ desire to maintain control over their inventory and the growing necessity to distribute widely to capture major brand budgets. By joining forces with The Trade Desk and Koddi, Gopuff moves towards an integrated approach that balances control with access, encouraging scalable growth and broader market participation.
A Glimpse into Retail Media’s Future
The partnership between The Trade Desk, Koddi, and Gopuff demonstrates how RMNs can evolve from siloed operations to unified platforms capable of supporting full-funnel, programmatic campaigns. This integration offers a roadmap for retail media’s future, emphasizing the importance of scalable distribution strategies aligned with advertiser demands.
As brands allocate greater portions of their budgets to retail media, RMNs embracing unified programmatic access will be better positioned to unlock new revenue streams and expand their market impact. The collaboration sets a benchmark for how retail media can grow sustainably by bridging onsite and offsite inventory under one strategic framework.
