As retail media continues expanding beyond traditional marketplaces, the Koddi Babylist commerce media partnership highlights how specialized platforms are investing in scalable advertising infrastructure to support growing brand demand while maintaining trusted user experiences.
Koddi announced a new partnership with Babylist to power and scale Babylist’s commerce media platform with automated, privacy safe advertising technology. The Koddi Babylist commerce media partnership is designed to help the parenting platform expand its onsite advertising capabilities while preserving the curated environment relied upon by millions of families.
As Babylist’s onsite media business surpassed one billion annual impressions, demand from brand partners increased significantly, prompting the company to upgrade its technology stack. By adopting Koddi’s commerce media infrastructure, Babylist gains advanced pacing, forecasting, attribution, and revenue optimization tools to support continued growth.
“At Babylist, our priority is creating meaningful, trusted experiences for growing families, and that includes how brands show up on our platform,” said Liz Primm, SVP Strategic Partnerships and Business Development at Babylist. “As our commerce media business has gained momentum, we needed to make sure our technology foundation could keep pace. Koddi gives us the ability to scale more sophisticated, high-performing and privacy-safe experiences without losing what makes Babylist special.”
Koddi’s platform enables real time monitoring, automated reporting, and improved attribution across consumer engagement and purchase activity. Unified analytics connect advertising exposure with registry interactions and transactions, allowing brand partners to evaluate performance across the full customer journey and integrate Babylist campaigns into broader marketing strategies.
The partnership also introduces reservation based buying capabilities, allowing advertisers to plan and secure premium placements with guaranteed delivery. This approach simplifies campaign planning while providing greater predictability for brands investing in commerce media.
Operational efficiency is another key outcome of the integration. Automated campaign delivery, synchronized data workflows, and streamlined measurement processes allow Babylist to scale advertiser programs more consistently while supporting advanced analytics capabilities. The companies successfully implemented the platform on an accelerated timeline ahead of the holiday season, integrating complex systems within just a few weeks.
“Babylist is one of the most influential and trusted platforms for new and expecting parents, and Koddi is here to help elevate the consumer and advertiser experience across their ecosystem,” said Nicholas Ward, president and co-founder of Koddi. “As commerce media rapidly matures, marketplaces like Babylist are leaning into smarter, more scalable onsite strategies. Our goal is to help them unlock the full value of their audience with technology that drives both performance and great experiences.”
Babylist connects millions of expectant parents with product recommendations and registry tools, making it an attractive channel for brands seeking high intent audiences during key life moments. The Koddi Babylist commerce media partnership underscores a broader industry shift toward privacy conscious retail media ecosystems that combine precise targeting, measurable outcomes, and seamless consumer experiences.
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