The retail media industry is set for a transformation with the announcement of a strategic partnership between Kevel and Vantage, combining Kevel's API-based retail media ad serving technology with Vantage's Orchestration Layer for Retail Media™. This collaboration is poised to offer retailers, marketplaces, and eCommerce platforms an end-to-end solution for building and optimizing retail media networks, addressing the sector's need for more efficient advertising management tools.
By integrating Kevel's customizable ad serving capabilities with Vantage's workflow automation and data orchestration platform, the partnership enables retailers to streamline operations, enhance ad personalization, and drive revenue growth. Dylan Husler, VP of Retail Media at Kevel, highlighted the focus on empowering retailers to create custom ad experiences powered by first-party data, simplifying the management of operations with a unified solution.
The partnership brings several benefits, including the ability to build custom retail media networks in as little as 14 days and deploy campaigns in minutes, potentially reducing costs by over 20% and increasing net-revenue impacts by +7%. Retailers can also activate first-party data insights more effectively, alongside integrated data from platforms like Snowflake and Salesforce, maintaining tech-stack flexibility.
Aran Hamilton, CEO and Co-Founder at Vantage, emphasized the partnership's role in advancing retail media innovation through automated workflows and data-driven ad solutions. This collaboration is timely, as the retail media sector grows, offering a unified platform that consolidates data, enhances workflow efficiency, and maximizes ROI, positioning Kevel and Vantage at the forefront of retail media innovation.
The impact of this partnership extends to the broader retail and advertising ecosystems, potentially increasing competition in digital advertising and offering brands new channels to reach consumers. For consumers, it could mean more personalized and relevant advertising experiences across retail platforms, leveraging first-party data for ads that align with individual preferences and shopping behaviors.
As the retail media landscape evolves, partnerships like this are crucial for shaping the future of retail advertising, providing retailers with the tools to build and manage their own ad platforms. This collaboration could contribute to a more diverse and competitive digital advertising ecosystem, with more information available at Kevel.com and gotVantage.com.
