Teads and Koddi Partner to Standardize Programmatic Retail Media…

Event summary

Teads and Koddi announced a global partnership on September 29, 2026, to advance programmatic access to retail media using the OpenRTB standard.
The integration enables advertisers to unify onsite retail media with their broader omnichannel strategy, activating Sponsored Product Ads and high-intent Display placements across Koddi-powered networks in the US and Europe.
Retailers using Koddi Ads can maximize inventory yield and meet demand in their preferred DSP, supported by Teads' sales teams in over 55 countries.
The partnership aims to address the fragmentation of retail media networks and lack of standardization, cited as primary barriers by 51% and 53% of buy-side stakeholders, respectively, according to IAB Europe.

The big picture

The partnership between Teads and Koddi addresses critical industry pain points in retail media, particularly the fragmentation and lack of standardization that hinder advertiser participation. By leveraging the OpenRTB standard, the collaboration aims to streamline access to high-intent retail media inventory, potentially unlocking significant demand for retailers and advertisers alike. This move reflects a broader trend towards open, programmatic solutions in the retail media space, which is expected to grow substantially in the coming years.

What we're watching

Adoption Pace: How quickly advertisers will integrate the new OpenRTB standard into their omnichannel strategies.
Market Expansion: Whether the partnership will successfully scale across US and European markets as anticipated.
Technical Integration: The potential technical and operational challenges related to the OpenRTB integration.