Teads and Koddi announced a partnership on Sept. 29, 2026 that lets advertisers buy onsite retail media placements on Koddi-powered networks through Teads Ad Manager, using OpenRTB.
According to the release, advertisers can activate Sponsored Product Ads and high-intent display placements in Teads Ad Manager across Koddi-powered networks in the US and Europe, including Gopuff UK, Hopper and Wolt Ads. Koddi says retailers on its platform keep control of inventory, pricing and quality standards, and can reach Teads’ advertiser base without custom integrations.
Why it matters
The release cites IAB Europe’s Attitudes to Retail Media report, which it says finds fragmentation of retail media networks (51%) and a lack of standardization (53%) to be primary barriers for buy-side stakeholders. The partnership is pitched as a response to both.
Catalina Salazar, Global Head of Advertising at Wolt, said opening the marketplace to demand partners like Teads via Koddi Ads lets Wolt “bring in incremental demand via the buying platform of the advertiser’s choice while maintaining full control over how our inventory is monetized.”
The release gives no pricing, no spend figures and no date for additional retailers. It says only that the deal sets a foundation for more ad formats and retail partners.
Our read
This is our analysis. Retail media has mostly been bought network by network. Putting these placements into a DSP-style interface means a planner can compare them against other inventory on price and outcome, which the release implies but does not show. Whether that holds depends on what reporting each retailer passes back through the bid stream. We covered the certification side of the same trend in Moloco Is First Technology Provider Certified by IAB Europe for Retail Media, and Teads’ earlier home screen deal in Teads Locks Up V’s Black Friday Home Screen Through 2028.
