Kevel and Skai have entered a new strategic partnership designed to make it easier for advertisers to access a wider range of emerging retail media networks. The collaboration brings together Skai’s omnichannel advertising capabilities with Kevel’s Retail Media Cloud, a technology platform that helps retailers build and manage their own ad ecosystems. By combining their strengths, the companies aim to streamline the way brands reach consumers across a fast growing retail media landscape while providing retailers with more control over performance and monetization.
Retail media has become one of the fastest expanding segments in digital advertising, yet access to premium placements often remains fragmented. Many advertisers primarily concentrate investments on the largest networks, leaving smaller or newer retail media platforms underutilized. The new integration will allow brands and agencies to activate advertising campaigns on Kevel supported retailers through the same Skai platform they already use to manage campaigns on giants such as Amazon and Walmart. That unified approach makes it easier to evaluate results and maintain consistent measurement and planning strategies across different channels.
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Skai’s Chief Growth Officer, Matt Vignieri, emphasized the strategic alignment of the partnership. He stated, “Retailers are seeking technology partners that better align with their business objectives and strengthen relationships with brand advertisers. Our partnership with Kevel gives our customers seamless access to these emerging retail media networks while maintaining the unified workflow, reporting, and intelligence they rely on across Amazon, Walmart, and other established channels.”
The companies see their collaboration as an important step in retail media’s ongoing transformation. More retailers are moving away from older systems in favor of flexible platforms that allow greater oversight of first party data, margins, and the advertiser experience. The integration will also introduce enhanced optimization, consolidated reporting, and cross network insights so marketers can better understand how advertising influences consumer behavior throughout the retail ecosystem.
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James Avery, Founder and CEO of Kevel, described the moment as an opportunity to accelerate innovation across commerce and advertising. He said, “Commerce and advertising are deeply connected, and retailers need solutions that put them in control of their first party data and deliver differentiated ad experiences. At Kevel, we are committed to relentless innovation. Our partnership with Skai gives brands a single platform to effectively reach consumers across a growing network of retail partners, while providing retailers the transparency they need to optimize their business today.”
Both companies plan to expand the list of participating retailers through 2025 and 2026. The collaboration is available immediately for current customers of Skai and Kevel and is positioned as the beginning of a broader demand initiative from Kevel. By strengthening connectivity across retail media channels, the partners hope to lower barriers for advertisers while supporting stronger, more profitable media offerings for retailers. As more platforms adopt unified ad experiences and real time intelligence, Kevel and Skai expect the retail media marketplace to become faster, more efficient, and more effective for all participants.
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