Koddi, a leading enterprise retail and commerce media platform, and In-Store Marketplace (ISM), the first centralized platform for digital in-store media, have announced the next stage of their partnership. The collaboration makes in-store touchpoints as accessible and programmatic as other digital channels, addressing a key challenge for retailers aiming to unify advertising strategies.
Koddi’s enterprise supply-side platform (SSP) now activates ISM’s in-store inventory, enabling seamless omnichannel buying for placements across more than 30,000 top retail locations nationwide. Activation occurs through platforms like Yahoo DSP, supporting public, private, or always-on campaigns, giving advertisers familiar interfaces and continuous access to in-store inventory.
“Koddi is committed to transforming commerce media by eliminating friction and expanding possibilities for brands and retailers,” said Nicholas Ward, president and co-founder at Koddi. “Partnering with ISM is foundational to unifying in-store media with the national retail media landscape, bringing transparency and ease comparable to DSP-based online campaigns.”
The demand for simplified retail media is growing. An IAB study found nearly 70% of retail media network buyers cite complexity as a barrier to expanding in-store digital advertising spend. The ISM-Koddi integration addresses this with unified inventory access, streamlined campaign management, and enhanced measurement capabilities, enabling retailers to optimize strategies without operational roadblocks.
Bringing In-Store and Digital Together
“At Lowe’s Media Network, we’re giving brand partners the flexibility to buy and measure media aligned with their omnichannel strategies,” said John Storms, head of Lowe’s Media Network. “Through Yahoo DSP, in-store and digital media are equally accessible and performance-driven, helping advertisers connect meaningfully with shoppers.”
David Simon, EVP of advertising for Mood Media and President of ISM, added, “Advertisers want flexible, simplified retail media buying that drives incremental in-store sales. This partnership with Koddi provides a single solution linking retailers, brands, and solution providers seamlessly.”
The collaboration signals a growing trend: retailers and brands increasingly expect in-store media to operate programmatically, with the same efficiency, measurement, and transparency as online channels. By integrating in-store inventory into familiar DSP workflows, Koddi and ISM are helping bridge a long-standing gap in commerce media strategy.
