Slickdeals

Kevel and Vantage Revolutionize Retail Media Management Together

Kevel, the API-based retail media ad serving provider, and Vantage, described as the Orchestration Layer for Retail Media, announced a partnership to help retailers, marketplaces, and ecommerce platforms more easily manage advertising operations. The collaboration combines Kevel’s customizable ad serving with Vantage’s workflow automation and data orchestration to deliver an end-to-end solution for building and running retail media networks. By integrating their platforms, the partners aim to streamline operations, boost ad personalization, and drive revenue growth through enterprise-wide collaboration. Key benefits highlighted include faster campaign launches—building networks in as little as 14 days and deploying campaigns in minutes—along with improved ROI, including over 20% reduction in campaign-level costs and a net revenue impact of +7%. Data utilization is enhanced by activating first-party data alongside Snowflake and Salesforce data. Quotes from Kevel’s Dylan Husler and Vantage’s Aran Hamilton underscore the strategic significance, with Home Depot and Slickdeals cited as early adopters.

Kevel Launches Retail Media Cloud for Ad Innovation

Kevel unveiled the Retail Media Cloud, an API-led platform to deepen its retail media focus by unifying ad-serving, forecasting, audience-building, and self-serve capabilities for retailers and marketplaces with on-site and in-store ad products. The cloud enables retailers to integrate their own data models and machine-learning capabilities to target ads and tailor shopper experiences while preserving brand and data assets. In a billion-dollar market demanding more inventory, flexibility, and ROI, Kevel argues this solution helps retail media networks differentiate themselves in a crowded landscape. Early users include Edmunds, Slickdeals, and Farfetch, who credit Kevel’s API-based approach with enabling faster innovation and lower build costs. Kevel CEO James Avery frames the development as a shift away from commodity solutions toward differentiated, privacy-conscious ad platforms.

Slickdeals Leverages First-Party Data to Boost Retail Media Sales

Demand for online shopping has cooled from pandemic highs as Apple and Google changes hinder monetization across browsers and apps. Slickdeals, a publisher that aggregates discounts, is turning to first-party data and retail media to recoup revenue in a slower environment. By activating first-party data on what deals users seek, Slickdeals is strengthening its direct sales and improving targeting for its native retail media inventory as demand for retail ads rises. In 2021, Slickdeals partnered with Audigent to address AppTrackingTransparency and cookie deprecation after previously relying on Google Audiences. Audigent enriches Slickdeals’ behavioral data into audience segments (e.g., Tech and Electronics) that can be sold via DSPs like The Trade Desk and LiveRamp, SSPs, or direct insertion orders. Attribution is tracked with UTMs. Retail media ads run on Kevel for native placements and Google Ad Manager for sidebar ads, both integrated with Audigent’s DMP. PMPs with Audigent, Google, Amazon and SSPs will be expanded.