TTD enables programmatic retail media buying through Koddi partnership

The Trade Desk announced on October 9, 2025, a platform expansion enabling brands and agencies to purchase onsite retail media inventory programmatically through integration with Koddi's commerce media platform. Gopuff will serve as the initial launch partner, with additional retailers expected to follow in coming months.

The integration addresses fragmentation challenges within retail media by providing advertisers access to sponsored product ads and onsite retail placements through a unified platform. Media buyers can now activate retail and commerce media formats through the same infrastructure they use for scaled, data-driven media buying across channels.

"Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite advertising placements has been limited and fragmented," said Matthew Fantazier, VP Data Partnerships at The Trade Desk.

The collaboration builds upon growing momentum toward unified advertising platform integration in retail media. Criteo became the first onsite retail media partner for Google Search Ads 360 in September 2025, while retail media networks have embraced real-time bidding for sponsored products through partnerships like Pentaleap and Teads.

Technical architecture enables full-funnel campaigns

The integration operates through Koddi's commerce media platform, allowing retailers to open onsite inventory programmatically while maintaining transparency, targeting, and measurement controls. Advertisers benefit from unified retail media management alongside broader full-funnel campaigns, optimizing in real-time across channels and formats.

Unified analytics enable advertisers to connect ad exposure across media channels directly with purchases. This measurement framework helps brands maximize return on investment and understand customers through consolidated reporting rather than fragmented dashboards across multiple retail networks.

"This integration delivers a personalized shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey," Fantazier explained. Breaking down silos between brand and performance media unlocks opportunities for both performance optimization and measurement standardization.

Gopuff launches inaugural retail partnership

Gopuff, the instant delivery platform, serves as the first retail partner implementing the Trade Desk-Koddi integration. The partnership provides brands with unified planning, implementation, and optimization capabilities for media investments across channels.

"At Gopuff, we're building solutions that put control and power back into brands' hands," said Michael Peroutka, Head of Gopuff Ads. Brands seek unified media investment management rather than navigating separate platforms for retail media and broader digital campaigns.

The integration enables brands on Gopuff to access information necessary for better customer understanding, engagement, and conversion through consolidated interfaces. This unified approach addresses operational complexity that has limited advertiser adoption of retail media platforms beyond major players.

Demand for programmatic retail media exceeds 95%

Research from Koddi shows more than 95% of media buyers are open to purchasing onsite retail media programmatically. This finding underscores growing demand for solutions that simplify access and improve workflow efficiency within retail media operations.

Nicholas Ward, president and co-founder of Koddi, emphasized the partnership's market impact: "Our integration with The Trade Desk significantly boosts demand for our retail partners while simplifying fragmented buying experiences." The collaboration empowers retailers and advertisers to scale retail media as part of programmatic strategies.

European retail media spending grew 22.1% in 2024 compared to 6.1% growth for the broader advertising market, demonstrating retail media's transition from experimental category to strategic advertising infrastructure. Brands working with four to six retail media networks doubled from 10% to 24% in 2025, signaling clear diversification strategies among European advertisers.

The Trade Desk-Koddi integration addresses workflow challenges by eliminating the need for separate campaign management across multiple retail media networks. Advertisers can now manage retail media inventory through unified interfaces alongside display, video, and connected television advertisements.

Industry context reveals rapid market expansion

Retail media is projected to capture 20% of global advertising revenue by 2030, representing approximately $300 billion in spending according to Omdia research published in September 2025. The projection marks a fundamental transformation in advertiser budget allocation across digital channels.

The growth trajectory reflects several key factors: retailers actively seek new revenue streams beyond traditional commerce operations, brands demand more targeted advertising solutions with measurable return on investment, and first-party data gains increasing value in privacy-focused digital environments. Technological advancements enabling sophisticated retail media offerings provide additional momentum.

MediaMarktSaturn launched its first offsite retail media program in September 2025 through partnership with Unlimitail, extending advertising capabilities beyond owned digital properties. The European consumer electronics giant utilizes privacy-safe first-party data from transactions and loyalty programs to support offsite advertising targeting.

Measurement standardization remains a significant challenge across retail media networks. Traditional retail media campaigns often operate with disparate measurement methodologies, making cross-platform performance comparison difficult for advertisers. The Trade Desk-Koddi integration aims to provide consistent metrics and attribution models across participating retailer networks.

Platform interoperability drives consolidation

The announcement reflects broader platform interoperability trends within programmatic advertising. Rather than requiring separate campaign management across multiple retail media networks, advertisers increasingly access inventory through unified interfaces provided by demand-side platforms.

Topsort partnered with Skai in September 2025, enabling advertisers to reach retail media networks across 40 countries through unified global platforms. The integration eliminates operational silos by bringing retail media inventory into platforms brands use for global commerce advertising campaigns.

Innovid released retail media tools in July 2025 targeting both retail media networks and advertising brands. The features address platform technology integration, self-service capabilities, creative formats designed for shopping environments, and incrementality analytics for streamlined retail media execution.

The Trade Desk processed $12 billion in platform spend during 2024 while maintaining customer retention rates exceeding 95%. Connected television represents the company's fastest-growing channel, with video including CTV accounting for nearly 50% of total platform spend. The company joined the S&P 500 index in July 2025.

Future expansion signals broader market evolution

The integration launches with Gopuff as the initial retail partner, with additional retailers expected to join in coming months. This phased approach enables technical optimization and performance validation before broader market expansion across retail categories.

The partnership paves the way for new ad formats and retail partners to come online in the future. Initial focus on sponsored product ads provides foundation for expanded format availability as the integration matures and additional retailers adopt the platform.

Commerce media networks have emerged as significant players in the advertising landscape. Mastercard launched its commerce media network in October 2025, leveraging permissioned transaction data from over 160 billion annual payments to create advertising opportunities beyond traditional retail categories.

The Trade Desk-Koddi partnership significance for marketing professionals centers on simplified retail media activation within existing programmatic workflows. Rather than managing separate platforms for retail media and broader digital campaigns, advertisers consolidate operations through unified interfaces.

Access to onsite retail inventory through programmatic platforms reduces operational overhead for media buyers managing multiple publisher relationships. The integration's transparency features may establish new industry standards for deal reporting and performance measurement within retail media environments.

For retailers, the platform offers enhanced visibility into demand sources and market positioning. Programmatic access to advertiser budgets provides revenue diversification opportunities while maintaining inventory control and pricing strategies through unified technology infrastructure.

Timeline

• March 2024: Google Search Ads 360 announces retail media integration
• July 2025: Pentaleap and Teads enable RTB for onsite sponsored products
• July 2025: Innovid unveils retail media tools for campaigns
• September 2025: Criteo becomes first onsite retail media partner for Google Search Ads 360
• September 2025: MediaMarktSaturn launches offsite retail media program
• September 2025: Topsort partners with Skai for global retail media expansion
• October 2025: Mastercard launches commerce media network
• October 9, 2025: Trade Desk announces Koddi integration for onsite retail media inventory with Gopuff as first partner

Summary

Who: The Trade Desk, a global advertising technology company, partnered with Koddi's commerce media platform. Gopuff serves as the initial retail partner, with Matthew Fantazier (VP Data Partnerships at The Trade Desk), Michael Peroutka (Head of Gopuff Ads), and Nicholas Ward (president and co-founder of Koddi) representing the key stakeholders.

What: A platform integration enabling programmatic purchase of onsite retail media inventory including sponsored product ads and other retail placements. The collaboration provides unified campaign management for full-funnel advertising strategies, combining brand awareness and performance media through consolidated interfaces rather than fragmented retail media platforms.

When: The announcement was made on October 9, 2025. Additional retailers are expected to join in the coming months following the initial Gopuff partnership launch.

Where: The integration operates through The Trade Desk's programmatic advertising platform, accessible to brands and agencies globally. Initial implementation focuses on Gopuff's onsite inventory, with expansion planned across multiple retail partners in subsequent phases.

Why: Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite placements has been limited and fragmented across separate platforms. Research from Koddi shows more than 95% of media buyers are open to purchasing onsite retail media programmatically. The integration addresses this demand by simplifying access, improving workflow efficiency, and enabling unified measurement across retail media and broader digital campaigns within consolidated advertising technology infrastructure.