Retail media has rapidly become a key strategic growth driver for the retail industry and is soon expected to account for 20% of global digital ad revenues. To help more retailers capitalise on this opportunity, Voyado, Adform, and Nexta (recently acquired by Kevel) are launching a new retail media solution in spring 2025.
The solution integrates Adform’s programmatic technology, Voyado’s first-party data-driven platform, and Nexta’s automated infrastructure for seamless implementation. This combination empowers retailers to optimise their ad space and create highly relevant, data-driven campaigns tailored to customer behaviour.
“Retail media is one of the most exciting revenue opportunities in retail today. With our solution, retailers can quickly start monetizing their ad space by offering it to brands, suppliers, and partners—without building their own systems. This provides a new revenue stream while maintaining full control over the customer experience,” said Björn Karlström, Head of Retail Media at Voyado.
The solution is built on four key components: first-party data; programmatic capabilities; omnichannel integration; and advanced attribution, delivering a complete view of campaign performance with real-time data for actionable insights.
Despite retail media’s growing potential, many retailers have struggled with the technical complexities of implementation. Voyado customers can easily maximise their advertising revenues without significant infrastructure investments or technical expertise. The solution requires minimal setup and eliminates common barriers, allowing for a quick and cost-effective launch of retail media.
Jens Bargmann, VP Retail at Adform, commented: “Retail media has already transformed the market in the U.S., and we see tremendous potential in the Nordics. Voyado is the perfect partner to integrate retail media into the ecosystem seamlessly. Their platform combines deep product understanding with first-party data, enabling highly relevant ad campaigns that drive results.”
Martin Jensen, VP partnerships at Kevel, said: “With our combined, API-first technology, retailers can launch retail media without the need for custom development or coding. Nexta brings a level of simplicity to retail media networks, enabling automated workflows, on-site and off-site capabilities, and unmatched customisation—this combined solution will help speed time to market and allow retailers to focus on generating revenue and results without technical barriers.”
