In a landmark collaboration set to bridge the final gap in omnichannel advertising, retail media technology leader Koddi has joined forces with In-Store Marketplace (ISM) to fully integrate the physical retail environment into the programmatic advertising ecosystem. The next phase of their partnership effectively dismantles a long-standing barrier by making digital in-store media as easy to purchase and manage as any online advertising channel, a solution designed to unify a fragmented and often complex market for brands and retailers.
The technical integration works by leveraging Koddi’s enterprise-grade supply-side platform (SSP), which has been specifically engineered for commerce media, to activate ISM’s vast network of in-store advertising inventory. This allows advertisers to seamlessly purchase in-store placements through the demand-side platforms (DSPs) they already use for their other digital campaigns, such as the Yahoo DSP. These buys can be executed as public, always-on campaigns or as more tailored private marketplace deals. This newly created programmatic pipeline extends across more than 30,000 premier retail locations throughout the nation, giving advertisers the scale needed to execute campaigns with a meaningful real-world impact.
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“Koddi is committed to transforming commerce media by eliminating friction and expanding what’s possible for brands and retailers,” said Nicholas Ward, president and co-founder at Koddi. “Partnering with ISM is a foundational move toward unifying in-store media with the national retail media landscape. It brings the same transparency and ease advertisers expect when activating through DSPs like Yahoo, ensuring in-store is on equal footing with onsite and offsite placements.”
The demand for such a solution has become increasingly urgent. According to a recent study by the Interactive Advertising Bureau (IAB), nearly 70% of buyers for retail media networks identified the sheer complexity of the process as a primary obstacle preventing them from increasing their investment in digital in-store advertising. The integration between Koddi and ISM directly addresses this pain point by providing unified inventory access, streamlined campaign management, and enhanced measurement capabilities, empowering retailers to optimize their strategies without facing significant operational roadblocks.
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Major retail media networks are already recognizing the value of this streamlined approach. “At Lowe’s Media Network, we’re giving brand partners the flexibility to buy and measure media in ways that align with their broader omnichannel strategies,” stated John Storms, head of Lowe’s Media Network. “Our relationship with Yahoo extends that commitment into the programmatic space, making PMP access to our inventory seamless and measurable. By working through leading DSPs, we’re ensuring in-store and digital media are equally accessible and performance-driven, giving advertisers more meaningful ways to connect with Lowe’s shoppers.”
The collaboration is built on a shared mission to simplify the ecosystem for all parties involved. “Advertisers are increasingly looking for flexible and simplified retail media buying while driving incremental unit sales from in-store shoppers,” said David Simon, EVP of advertising for Mood Media and President of Vibenomics and In-Store Marketplace (ISM). “Through this partnership with Koddi, we’re delivering on our mission to provide one solution that creates infinite connections between retailers, brands and solution providers.”
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