Vend Advertising, the commerce media arm of Nordic marketplaces including FINN, Blocket and DBA, announced on November 2 that it has picked Kevel as the ad technology for its new Marketplace Media offering.
According to Kevel’s announcement, Vend Advertising groups seven marketplaces: Blocket, Bytbil, FINN, Tori, Oikotie, Bilbasen and DBA. It will use Kevel’s API-first platform to manage on-site and off-site advertising products from one system, with server-to-server ad delivery so ads load in parallel with the page. The release cites Kevel’s work with the German car marketplace mobile.de as part of the decision.
“Partnering with Kevel gives us exactly the tech foundation we need to bring retail media to our advertiser brands in a simple, effective way that is built for growth,” said Carl Vult von Steyern, VP advertising at Vend Advertising. The release does not give financial terms, a launch date or audience figures beyond millions of logged-in users a month.
Why it matters for marketers
Classifieds marketplaces hold the same asset retailers sell in retail media: logged-in users showing purchase intent for cars, homes and jobs. Packaging seven of them under one seller gives Nordic advertisers a single buying point for that intent, much as grocery and delivery apps have done elsewhere. Kevel announced a $52 million funding round in October, and our report on Teads and Koddi opening Wolt, Gopuff UK and Hopper inventory shows the same move by delivery and travel apps.
One practical step
If you buy in the Nordics, ask Vend Advertising which first-party signals each marketplace will make available off-site, and whether results will be reported per marketplace or only for the network.
Source: Kevel
