Observed Signal · May 22, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Wolt Ads Opens In-App Inventory to Programmatic Demand
Koddi and Wolt (Wolt Ads) have partnered to enable programmatic access to Wolt's in-app retail-media inventory. Koddi will integrate its supply-side platform (SSP) into Wolt’s auction and product architecture, allowing demand-side platforms, advertisers and agencies to buy Wolt inventory programmatically. The rollout starts in Germany with plans to expand to additional European markets. Wolt retains control over auctions, inventory and ad environment while the partnership aims to let advertisers connect onsite commerce media with off-app campaigns and create more consistent customer journeys. Koddi frames the move as its active entry into the German commerce-media market; the company operates an EMEA hub in Düsseldorf and counts clients such as Booking.com.
Opens a new programmatic supply path in commerce/retail media by integrating an SSP with Wolt’s in-app inventory in Germany, enabling advertisers and agencies to buy commerce inventory programmatically and connect on-site commerce activity with off-app campaigns.
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Key Takeaways & Evidence Grounding
- Koddi and Wolt Ads announced a partnership to enable programmatic access to Wolt’s in-app retail-media inventory.
- Koddi will integrate its Supply‑Side Platform (SSP) into Wolt’s existing auction and product architecture.
- The programmatic launch starts in Germany with planned expansion to other European markets.
- Wolt retains control over auctions, inventory and the advertising environment while exposing inventory to programmatic demand.
- Koddi was founded in 2013, operates an EMEA office in Düsseldorf (~20 employees) and counts clients including Booking.com.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Otto Advertising Launches In-House Demand-Side Platform
Otto Advertising, the retail-media arm of the Otto Group, has launched its own Demand-Side Platform (DSP). The self-developed platform enables advertisers and media agencies to buy digital inventory across channels and publishers in both self-service and managed-service modes. While primarily targeting brands within the Otto ecosystem, it is also open to non-endemic advertisers. The DSP relies on exclusive first-party data from more than 31 million active Otto Group user accounts to enable data-driven targeting on premium websites and digital-out-of-home screens, with supply to grow. The infrastructure is built in-house, avoiding external tech providers and third-party data to enhance transparency and potential cost efficiency on both buy and sell sides. Mediaplus was the first agency to test the platform during an autumn campaign for a tourism client, reporting precise targeting and strong results. The offering combines self-service and managed-service options, with a roadmap to add conversion-focused self-service features next year.
Agencies Push Agentic Media, Address Client Rogue Fears
At Advertising Week, media agencies are advancing agentic advertising initiatives while addressing client concerns about rogue AI activity. Dentsu's Carat partnered with NBCUniversal, Freewheel, and Newton to launch a planning, buying, and optimization agent for upfront investments, with a luxury retail client already using it. Tinuiti launched a 'Bliss Point Model Context Protocol (MCP) Server' to integrate measurement with AI agents. Stagwell relaunched Assembly as Stagwell Media with its agentic system Machine OS. Executives emphasize human oversight, governance, and approval thresholds to build trust. Additionally, the article discusses the importance of 'moments' in commerce media, with examples from ExxonMobil, Dollar General, and Pepsi's Nordic campaign with Wolt.
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