Observed Signal · Feb 18, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Babylist Transforms Ad Network with Koddi Partnership
Babylist, the baby-registry platform, has selected commerce media platform Koddi to power a revamped version of its onsite advertising business. Previously running ads using in-house tools since 2019, Babylist said its platform generated more than $500 million in revenue in 2024 and delivers over one billion impressions annually. Koddi’s technology is being used to give advertisers more flexible buying options and to improve pacing, forecasting, attribution and revenue optimization for brand campaigns on Babylist’s site.
Publisher adoption of a commerce media platform can improve monetization, measurement and advertiser access to a valuable parenting audience, but the change is incremental industry news rather than a major platform policy or technical shift.
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Key Takeaways & Evidence Grounding
- Babylist selected commerce media platform Koddi to power a new version of its advertising business.
- Babylist used in-house ad-technology tools to sell ad products since 2019.
- Babylist reported more than $500 million in revenue in 2024 and over one billion annual impressions.
- Koddi’s technology is intended to improve pacing, forecasting, attribution and revenue optimization and to offer advertisers more flexibility in buying onsite ads.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Koddi Integrates Commerce Media into Search Ads 360
Koddi announced a new integration with Search Ads 360 (SA360) that lets advertisers access and activate commerce media campaigns across Koddi’s retailer ecosystem directly within SA360. The integration enables advertisers to manage onsite and offsite inventory, paid search, Google Shopping, display and commerce media activations through unified SA360 workflows, and brings consolidated reporting for onsite commerce media into SA360. Koddi says the connection supports its SSP open-demand strategy by helping retailers unlock new advertiser demand and by providing unified measurement of conversions and commerce outcomes. The announcement was made public on June 17, 2026.
Koddi Partners with Comcast Universal Ads for CTV Commerce Targeting
Koddi, a commerce-media adtech company, has struck a partnership with Comcast’s self-serve ad-buying platform Universal Ads to enable advertisers to target streaming (CTV/OTT) audiences using retailer first-party commerce data. The integration makes streaming inventory from more than 20 publishers — including DirecTV, Fox Corporation, NBCUniversal, Paramount, Roku and Warner Bros. Discovery — available to advertisers buying through Koddi. Brands that are Koddi clients can opt in to share first-party shopper audiences with Universal Ads and measure campaign outcomes using tools that connect ad exposure back to retail and e-commerce sales. The tie-up aims to simplify TV buying and close the loop between streaming ad exposure and commerce outcomes.
Teads Integrates with Koddi Commerce Media Infrastructure
Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.
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