The Trade Desk brings programmatic retail media onsite

The Trade Desk is giving brands and agencies a new way to reach shoppers directly at the point of purchase.

The global ad tech firm has unveiled an integration with Koddi’s commerce media platform, enabling advertisers to buy premium onsite retail media inventory programmatically for the first time. Gopuff will serve as the initial launch partner, with more retailers expected to join in the coming months.

The move comes as retail media grows into a core part of marketers’ strategies. Through the integration, media buyers can run full-funnel campaigns, from awareness to conversions, without leaving The Trade Desk’s platform.

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Sponsored product ads and other onsite placements are now available alongside broader digital campaigns, allowing advertisers to optimise spend and measure impact across channels in real time.

Koddi’s commerce media platform gives retailers such as Gopuff the ability to offer their inventory programmatically while maintaining control over targeting, transparency, and measurement. Advertisers benefit from unified analytics, connecting ad exposure across channels directly to purchases, a step toward clearer ROI and a better understanding of consumer behaviour.

Research from Koddi suggests the appetite is strong: over 95% of media buyers are open to purchasing onsite retail media programmatically. The Trade Desk and Koddi’s integration aims to meet that demand and could pave the way for more retail partners and ad formats in the near future.

“Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite advertising placements has been limited and fragmented. This integration delivers a personalised shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey," said Matthew Fantazier, VP data partnerships, The Trade Desk.

He added, "By working with Koddi, advertisers can now run full-funnel campaigns on The Trade Desk platform, breaking down silos for retailers and advertisers and unlocking new opportunities for performance and measurement.”

In tandem, Michael Peroutka, head of Gopuff Ads said, "At Gopuff, we’re building solutions that put control and power back into brands’ hands. We know brands want to be able to plan, implement and optimise their media investments in unison. This partnership is a momentous step forward in bringing this vision to life. Together, we’re empowering all brands on Gopuff with the information they need to better understand, engage and sell to their customers – all in one place."

Nicholas Ward, president and co-founder of Koddi, said the integration with The Trade Desk enhances demand for retail partners while streamlining what has traditionally been a fragmented buying process. He added that the partnership empowers both retailers and advertisers to scale retail media within their programmatic strategies.

The Trade Desk is also revamping its digital advertising data marketplace with the launch of Audience Unlimited, a major upgrade designed to make third-party data easier and more cost-effective for advertisers.

By using AI to score thousands of curated segments from hundreds of privacy-conscious providers, Audience Unlimited allows advertisers to integrate relevant data into campaigns at a lower, predictable cost—addressing the high costs and inconsistent usage that have long limited adoption.

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