Koddi yesterday announced a new integration with Search Ads 360 (SA360), Google's enterprise search management platform, enabling advertisers to activate commerce media campaigns across Koddi's retailer network directly inside SA360 - without switching platforms or rebuilding workflows.

The announcement, made on June 17, 2026, from Fort Worth, Texas, positions Koddi as the latest commerce media company to establish a direct connection to SA360's campaign management infrastructure. It follows Criteo's designation as Google's first onsite retail media partner for Search Ads 360 in September 2025, making this a second major commerce media integration within the platform in under a year.

What SA360 is, and why it matters here

SA360 is Google's enterprise-grade search management platform. It exists to help agencies and large-scale advertisers coordinate and optimize campaigns across multiple publishers and channels from one interface. Supported channels have historically included Google Search, Google Shopping, and Microsoft Advertising, with SA360 serving as the operational layer that pulls reporting and applies cross-channel bid strategies. According to Koddi, adding commerce media to that mix is now the point.

The integration works by creating a new campaign type within SA360 that connects to Koddi's retailer ecosystem. Advertisers who already manage Google Ads accounts and paid search campaigns through SA360 can use identical workflows to set up and run commerce media campaigns across Koddi-powered retailers. According to Koddi, SA360 also pulls comprehensive reporting for onsite commerce media campaigns into the same interface, so advertisers can analyze and optimize performance across paid search, Google Shopping, display, and commerce media from one centralized view.

That workflow continuity is the structural argument for the integration. Retail media has historically required advertisers to manage separate platforms for each retailer network, accept non-standardized reporting, and reconcile metrics across incompatible dashboards. An integration into SA360 replaces that fragmented setup with a single interface covering both search and commerce media.

How the Koddi retailer ecosystem fits in

Koddi operates as a commerce media platform serving what it describes as the world's most ambitious media networks. According to Koddi, the platform is built on first-party data and agentic decisioning, with over a decade of experience processing billions in media spend across commerce verticals. Its named partners include Babylist, Booking.com, Cars.com, Fanatics, Gopuff, Grubhub, Kohl's, and Kroger, among others.

The company runs a supply-side platform (SSP) that connects retailer inventory to external advertiser demand - a product category it has been expanding systematically. In May 2026, Koddi and Wolt Ads opened Wolt's in-app retail media inventory to programmatic buyers for the first time, starting in Germany, through that same SSP. In October 2025, The Trade Desk connected to Koddi's commerce media platform to enable programmatic buying of onsite retail media inventory, with Gopuff as the initial launch partner.

The SA360 integration follows the same structural logic but targets a different buyer segment. The Trade Desk integration was aimed at programmatic buyers operating DSP-centric workflows. The SA360 integration is aimed at paid search and search management advertisers - teams that live inside Google Marketing Platform and manage large-scale search campaigns across multiple accounts.

According to Koddi, the integration also supports its broader SSP open demand strategy. By connecting SA360's advertiser base to Koddi's retailer ecosystem, the arrangement unlocks new sources of demand for retailers on the platform and diversifies the media investment flowing into commerce media environments. For brands, the stated benefit is control and transparency through unified measurement of conversions and commerce outcomes, making it easier to align media spend with actual consumer purchase behavior.

Nicholas Ward, president and co-founder of Koddi, described the direction: "Commerce media is rapidly becoming a core component of modern digital advertising strategies. As the sector matures, integrations like this are helping advertisers seamlessly extend paid search strategies into commerce media while giving retailers access to new sources of demand and creating a more connected, interoperable ecosystem."

What unifies onsite and offsite inventory

One of the specific technical claims in the announcement is that the integration creates a unified access point for onsite and offsite inventory alongside paid search, Google Shopping, and display. That combination matters because onsite and offsite retail media have historically operated on different infrastructure and through different vendors.

Onsite retail media refers to ads placed on the retailer's own digital property - sponsored product listings, banner placements, and similar formats within the retailer's website or app. Offsite retail media refers to ads that use the retailer's first-party audience data but appear across external environments like the open web, social media, or connected television. Bringing both categories under the same campaign management layer as paid search is a meaningful simplification, particularly for large advertisers managing significant budgets across both environments.

The measurement side is equally relevant. SA360 pulling comprehensive reporting for onsite commerce media campaigns means advertisers are no longer reconciling commerce media performance data from one system against paid search data from another. Attribution and conversion data flow into one interface. According to Koddi, this helps brands align media spend with consumer purchase behavior - a framing that points to closed-loop attribution, where an ad exposure is connected to an actual purchase within the retailer's environment.

The SA360 retail media track record

Google's SA360 platform had already moved toward commerce media connectivity before the Koddi announcement. In March 2024, Google announced the addition of retail media capabilities to SA360, introducing tools for targeting and performance optimization in offsite retail media. That update was followed by Criteo's designation as the first onsite retail media partner for SA360 in September 2025, which launched through a limited beta program for select customers in the Americas before expanding globally.

The Criteo-SA360 arrangement provided a structural model for what this category of integration looks like in practice. According to that announcement, Criteo's network of over 200 retailers could opt into receiving demand from SA360, connecting with global brands across multiple categories. Criteo's platform at the time served approximately 4,000 brands and had processed $4.3 billion in media spend over the 12 months preceding the second quarter of 2025.

The Koddi integration adds a second major commerce media platform to SA360's partner roster. Koddi's retailer ecosystem is distinct from Criteo's. Koddi's named partners skew toward delivery and quick commerce (Gopuff, Grubhub), travel (Booking.com), automotive (Cars.com), sports (Fanatics), and grocery (Kroger, Kohl's), spanning multiple verticals rather than concentrating in traditional retail. That spread means the SA360 integration gives advertisers access to commerce inventory in categories that Criteo's primarily retail-focused network does not cover in the same way.

SA360's own evolution over the past two years has included the deprecation of its legacy connector for Looker Studio, integration with Microsoft's automated bidding system, and the addition of new label fields in its Looker Studio reporting connector. The retail media expansion is the most commercially significant addition to the platform's scope in that period.

Context: commerce media fragmentation remains a persistent problem

The underlying problem that both the Koddi and Criteo SA360 integrations address is fragmentation. Retail and commerce media has grown rapidly, but it has grown across dozens of individual retailer platforms each requiring separate activation, separate reporting, and separate optimization. According to PPC Land's coverage of the Wolt-Koddi partnership, research shows that brands working with four to six retail media networks doubled from 10% to 24% in 2025 - a figure that reflects both diversification and increasing operational complexity.

That complexity sits at the heart of the commercial case for every major platform integration in commerce media over the past year. A Koddi-commissioned benchmark study conducted by Forrester Consulting in July 2025, surveying 788 decision-makers at companies with annual revenues between $500 million and $5 billion, found that while 42% of respondents described their commerce media operations as operationalized or advanced, only 13% met the criteria for trailblazers across strategy, technology, measurement and operations. Nearly half - 49% - fell into the nascent category, running pilots or informal programs without consistent frameworks.

Measurement emerged as the single biggest barrier. Sixty-three percent of respondents in that study identified it as their primary constraint. Sixty-three percent also reported disconnected onsite, offsite, and in-store inventory. SA360 integration addresses both problems directly for advertisers already operating within Google Marketing Platform - by pulling commerce media reporting into the same interface where paid search data lives, and by connecting onsite and offsite inventory under one campaign management layer.

According to Koddi's research published in November 2025, the commerce media market is projected to exceed $1.3 trillion by 2030, sitting at the intersection of media, data, and commerce. That projection frames the scale of what platforms are building toward, even as the majority of commerce media networks remain in comparatively early stages of operational maturity.

A June 2026 Koddi report titled The State of Agentic Commerce, drawing on fieldwork from 750 consumers and 150 senior commerce media professionals surveyed in the US, UK, and Germany, found that 84% of commerce media leaders said they would invest in opportunities specifically designed to increase brand visibility inside AI-generated answers and recommendations. That figure, alongside 70% already using AI agents to analyse data and automate campaign execution, suggests the strategic direction for commerce media platforms is shifting toward AI-mediated buying environments - a shift that makes unified infrastructure at platforms like SA360 more valuable, not less.

Why this matters for agencies and marketing teams

For agencies managing large SA360 accounts, the practical implication is that commerce media campaigns for clients in the Koddi retailer ecosystem - Kroger, Gopuff, Kohl's, Fanatics, and others - can now be set up, monitored, and optimized without exiting SA360. Budget allocation decisions across paid search and commerce media can be made in the same interface, using the same reporting data. That is not a minor workflow change for teams running hundreds of campaigns across multiple clients.

For brands that sell through Koddi-powered retailers, the integration reduces the operational overhead of maintaining separate commerce media relationships and platforms. A brand selling across multiple Koddi partner retailers can, in principle, manage all those relationships through a single SA360 account. SA360's bid strategy infrastructure - which supports cross-channel optimization and budget management across publishers - becomes applicable to commerce media spend alongside search.

The retailer side of the equation is equally relevant. According to Koddi, the integration helps retailers unlock new advertiser demand by making their inventory accessible to the SA360 advertiser base. Retailers on the Koddi platform gain access to brands and agencies that might not have activated their commerce media inventory through other channels. That demand diversification reduces retailers' dependence on any single demand source and extends the reach of their media network without requiring them to build new commercial relationships directly.

Timeline

Summary

Who: Koddi, a commerce media platform headquartered in Fort Worth, Texas, whose partners include Babylist, Booking.com, Cars.com, Fanatics, Gopuff, Grubhub, Kohl's, and Kroger. The announcement was confirmed by Nicholas Ward, president and co-founder of Koddi.

What: A new integration between Koddi's commerce media platform and Google's Search Ads 360, enabling advertisers to activate campaigns across Koddi's retailer ecosystem directly within SA360, and allowing SA360 to pull comprehensive reporting for onsite commerce media campaigns alongside paid search and Google Shopping data.

When: Announced on June 17, 2026, from Fort Worth, Texas. The integration was described as available at the time of announcement, though no public rollout phases or beta timelines were disclosed.

Where: The integration operates within Google's Search Ads 360 platform, connecting to Koddi's SSP and retailer ecosystem. Koddi is headquartered in Fort Worth, Texas, with its EMEA headquarters in Dusseldorf, Germany.

Why: Commerce media fragmentation remains a primary operational challenge for large-scale advertisers. Research from a Koddi-commissioned Forrester study found 63% of commerce media networks cite measurement as their biggest barrier, and nearly half operate in nascent stages without consistent frameworks. By embedding commerce media activation and reporting inside SA360, the integration addresses the workflow and measurement gaps that have historically separated search and commerce media management.