Observed Signal · Oct 5, 2026 · Market Signal · Source: Koddi · Impact: 2/5
From shiny objects to solid foundations: commerce media is growing up
Commerce media is growing up, as this year’s DMEXCO made clear. At one of Europe’s biggest digital marketing and technology events, there was less excitement about the next shiny object and far more interest in the foundations behind it that drive growth: strong infrastructure, smarter automation and shared standards.
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What DMEXCO 2026 tells us about the next phase of retail media
Retail media was everywhere at DMEXCO this year. That in itself is hardly surprising. What was more useful was hearing where retailers, technology providers and advertisers are focusing their attention now that the market is maturing. A lot of the conversations came back to the same practical issues: In-store was a particularly interesting part of
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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