News Briefs

Gopuff is the first retailer to make its on-site retail media inventory available programmatically through The Trade Desk, following a integration with Koddi’s commerce media platform. 

The move marks a step in connecting retail media with broader digital campaigns, allowing brands and agencies to buy on-site ad placements, such as sponsored product ads, directly through The Trade Desk platform.

The initiative is designed to streamline how advertisers plan and activate full-funnel campaigns, combining awareness, consideration and conversion tactics within a single platform. For retailers, it offers a different way to open up on-site inventory while maintaining control over data, targeting and measurement.

The Trade Desk said additional retailers and ad formats will be added in the months ahead.

“Retail media represents one of the fastest-growing areas of digital advertising, but access to on-site advertising placements has been limited and fragmented,” Matthew Fantazier, vice president of data partnerships at The Trade Desk, said in a media release. “This integration delivers a personalized shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey.”

Through Koddi’s platform, retailers like Gopuff can make its on-site inventory available to programmatic buyers while continuing to manage transparency and performance controls. The integration also provides analytics that connect ad exposure to purchases, giving brands a clearer view of return on investment and shopper behavior.

Nicholas Ward, president and co-founder of Koddi, said the integration “boosts demand for our retail partners while simplifying fragmented buying experiences,” supporting broader adoption of retail media in programmatic strategies.

Research from Koddi shows that more than 95% of media buyers are open to purchasing on-site retail media programmatically. 

Mid-Atlantic grocer Weis Markets is turning to artificial intelligence to optimize promotions across its 200-store footprint and digital channels.

The retailer will deploy Cognira’s PromoAI platform to improve promotional planning, analysis, execution and measurement. The announcement follows an “in-depth” evaluation process, according to a media release.

For shopper marketers, the partnership illustrates how AI can support more efficient use of trade promotion budgets while informing promotional strategies. 

PromoAI uses AI-driven analytics to provide real-time insights into promotional performance, helping teams make smarter decisions and reduce inefficiencies. The platform is designed to enhance collaboration between merchandising, marketing and analytics teams, ensuring promotions are more targeted, effective and aligned with business objectives.

“We continue to focus on supporting our stores with efficient and impactful promotions,” Greg Zeh, chief information officer and senior vice president at Weis Markets, said in the release. “Our collaboration with Cognira will help us develop a unified platform to plan, manage and optimize promotions across our fresh and non-perishable departments.”

Founded in 1912, Weis Markets operates stores across Pennsylvania, Maryland, New York, New Jersey, Delaware, Virginia and West Virginia. Cognira is a provider of AI-powered promotion solutions that help retailers plan, manage and optimize campaigns.

DoorDash is expanding its retail media capabilities through a new multi-year partnership with Criteo.

The collaboration is designed to give brands and agencies greater access to DoorDash’s advertising platform across grocery, convenience, CPG and other non-restaurant retail categories.

Under the agreement, Criteo will serve as an extension of DoorDash’s U.S. ad sales team, helping to connect brand and agency demand with DoorDash’s suite of ad products. The two companies will also explore opportunities to integrate their advertising technologies over time, according to a media release.

Advertisers working with Criteo will gain access to a range of ad formats on DoorDash, including on-site video, display banners, sponsored product and sponsored brands, as well as off-site channels across display, video, search and social.

The partnership underscores DoorDash’s broader goal of building an ad platform that supports growth for a wide range of retail partners, not just restaurants. It also reflects the continued convergence of retail media and delivery marketplaces as consumers increasingly use these platforms for grocery and convenience purchases.

“We’re building an ad platform that lets every business grow on DoorDash and beyond,” John Roswech, head of business for Symbiosys (which DoorDash acquired in June), said in the release. “We chose Criteo for its strong brand and agency relationships across grocery, convenience and other retail categories. Together, we’re expanding opportunities for brands to engage our customers at relevant moments.”

“Delivery is the most important new path in the CPG consumer journey, and DoorDash has become a must-buy destination for convenience, grocery and alcohol brands,” added Stephen Howard-Sarin, managing director of retail media Americas at Criteo. “Our partnership will help advertisers reach consumers more effectively, drive measurable sales and defragment retail media buying between delivery marketplace and retailer sites.”

Retail media tech provider Koddi and In-Store Marketplace (ISM) have entered into the next phase of their partnership to make in-store retail media more accessible and programmatic for advertisers. 

The collaboration allows brands to activate in-store placements through Koddi’s enterprise supply-side platforms (SSPs) and demand-side platforms (DSPs) such as Yahoo DSP, integrating in-store inventory into existing digital media workflows.

The integration provides unified access to inventory across more than 30,000 retail locations nationwide, enabling advertisers to manage campaigns and measure performance alongside online and off-site media. According to the companies, the partnership addresses a key challenge for retailers seeking to unify advertising strategies, making in-store retail media easier to buy, activate and track.

Lowe’s Media Network is one of the early adopters of the integrated system. John Storms, head of Lowe’s Media Network, said the integration provides brand partners “flexibility to buy and measure media in ways that align with their broader omnichannel strategies.” 

Storms added that programmatic access via DSPs ensures in-store and digital media are “equally accessible and performance-driven,” giving advertisers more meaningful ways to connect with Lowe’s shoppers.

The Koddi-ISM integration reflects a broader trend in retail media toward standardization, programmatic access and measurement that bridges the gap between in-store and digital channels.

The move also comes as demand grows for simplified retail media solutions. An Interactive Advertising Bureau (IAB) study found that nearly 70% of retail media network buyers cite complexity as a primary obstacle to investing more in digital in-store advertising. 

“Partnering with ISM is a foundational move toward unifying in-store media with the national retail media landscape,” Nicholas Ward, president and co-founder at Koddi, said in a media release.

Market research firm Circana and Ibotta have unveiled a strategic partnership designed to give CPG brands a clearer view of the sales impact of Ibotta digital campaigns. The collaboration combines Circana’s Household Lift measurement and analytics capabilities with Ibotta’s item-level promotional campaigns to help brands evaluate incremental sales driven by digital offers.

The companies said initial proof-of-concept lift studies conducted under the partnership showed that Ibotta campaigns delivered incremental sales exceeding category benchmarks for other media investments, per a media release. By pairing Circana’s analytics with Ibotta’s targeted offers, brands can now assess immediate purchase behavior as well as longer-term effects of promotions.

“Our partnership demonstrates our commitment to bringing incremental measurement to all aspects of media and retail media,” Cara Pratt, president of global retail and media for Circana, said in the release.

Circana will apply its Household Lift solution to compare the purchase behavior of consumers exposed to Ibotta offers with those who were not, providing brands with insights to optimize campaign performance and investment decisions. The measurement will cover incremental sales beyond the promotional period, offering a more complete view of the impact of digital campaigns.

“This partnership marks a significant step forward in our mission to provide the CPG industry with its first full-service performance marketing platform,” added Bryan Leach, CEO of Ibotta. 

Circana’s Lift Studies for Ibotta campaigns are set to roll out in late 2025, with availability to all brands expected by early 2026. The partnership positions both companies to offer CPG brands more transparency and confidence in the effectiveness of digital promotions.

Casey’s is growing its retailer media network, Casey’s Access, through a strategic partnership with GSTV, whose video platform plays across more than 29,000 fuel retailers and sites nationwide. 

The collaboration will bring a branded, managed-service video solution to Casey’s forecourt/fuel dispenser media screens, enhancing its ability to engage customers across thousands of locations. 

“Our retail media journey began in 2023 with the launch of Casey’s Access, and we’ve been strategically expanding our ad inventory ever since,” Justin Coaldrake, senior director of omnichannel guest experience and media at Casey’s, said in a media release. “By combining this new GSTV partnership with our existing in-store offerings, we’ll have over 30,000 digital screens across our ecosystem.”

Related: Invenco by GVR, GSTV Launch Retail Media Managed Service Offering

The rollout, starting this fall, will integrate GSTV’s turnkey video platform with Casey’s existing digital and in-store channels, giving advertisers access to shoppers at more than 2,900 convenience store locations in 19 states. 

GSTV’s solution includes customizable forecourt video content, family-friendly programming, dedicated account management and creative support through its Ignite in-house production team, according to the release.

The expanded media capabilities are designed to strengthen Casey’s existing multipronged approach, which includes digital, on-premise and off-site channels.