Retail‑focused ad‑tech firm Koddi announced a strategic integration with Babylist, the online registry and parenting‑resource platform, to deliver a privacy‑first, automation solution for on‑site advertising. The move positions Babylist to sell premium ad placements while preserving the curated experience that families trust, and gives advertisers a more measurable path to reach expectant and new parents.
A partnership built on scale and trust
Babylist’s on‑site media inventory now exceeds a billion impressions each year, a milestone that has attracted growing interest from brand partners seeking direct access to families during a pivotal purchasing phase. To keep pace with this demand, Babylist selected Koddi’s commerce‑media technology as the backbone for its next‑generation advertising suite. The collaboration promises sophisticated pacing, forecasting, and attribution tools that were previously unavailable on the platform.
“At Babylist, our priority is creating meaningful, trusted experiences for growing families, and that includes how brands show up on our platform,” said Liz Primm, senior vice president of strategic partnerships and business development at Babylist. “As our commerce media business has gained momentum, we needed to make sure our technology foundation could keep pace. Koddi gives us the ability to scale more sophisticated, high‑performing and privacy‑safe experiences without losing what makes Babylist special.”
The partnership arrives as the broader ad‑tech industry grapples with heightened privacy regulations and the need for more transparent measurement. By leveraging a platform that emphasizes privacy by design, both companies aim to sidestep the data‑privacy pitfalls that have hampered other on‑site advertising models.
Koddi’s tech stack: real‑time insight meets automated execution
Koddi’s solution equips Babylist with a unified infrastructure for managing, scaling, and evaluating on‑site ad campaigns. Core capabilities include:
- Real‑time monitoring – advertisers can watch impression delivery and engagement metrics as they happen, reducing latency between buying and performance insight.
- Automated reporting – the platform generates standardized performance dashboards, cutting manual effort for both agencies and brand marketers.
- Enhanced attribution – by linking ad exposure directly to registry activity and subsequent purchases, Koddi provides a clearer picture of ROI across the consumer journey.
“Babylist is one of the most influential and trusted platforms for new and expecting parents, and Koddi is here to help elevate the consumer and advertiser experience across their ecosystem,” explained Nicholas Ward, president and co‑founder of Koddi. “As commerce media rapidly matures, marketplaces like Babylist are leaning into smarter, more scalable onsite strategies. Our goal is to help them unlock the full value of their audience with technology that drives both performance and great experiences.”
The integration also streamlines internal operations for Babylist. Automated campaign delivery, predictive forecasting, and synchronized data pipelines allow the platform to handle larger advertiser volumes without sacrificing consistency or measurement fidelity. The two companies reportedly brought the solution to market on an accelerated schedule, completing a complex system integration within weeks of the holiday season’s start.
What advertisers stand to gain
- Targeted reach – Babylist’s user base consists of expectant and new parents actively building registries, providing a high‑intent audience for baby‑care, health, and lifestyle brands.
- Full‑funnel visibility – Unified analytics bridge the gap between ad impressions and actual purchases, enabling marketers to attribute spend more accurately.
- Scalable inventory – The automated platform can accommodate a surge in demand, allowing advertisers to reserve premium placements with guaranteed delivery.
- Privacy compliance – Built‑in safeguards align with evolving data‑privacy standards, reducing risk for both the publisher and its advertising partners.
These capabilities are especially relevant as the commerce‑media sector shifts from fragmented, point‑solution tools toward integrated platforms that can handle both on‑site and off‑site demand. By providing a consolidated view of performance, Koddi helps advertisers move beyond siloed metrics and make more informed budget allocations.
Industry context: commerce media’s next evolution
The rise of commerce‑media—where publishers monetize inventory by directly linking ads to purchase outcomes—has accelerated over the past few years. However, many platforms still rely on manual workflows, limited attribution models, and legacy data stacks that struggle under the weight of modern privacy laws such as the GDPR, CCPA, and emerging U.S. state regulations.
Koddi’s platform addresses these pain points by delivering an end‑to‑end solution that automates campaign execution while preserving user privacy. The partnership with Babylist illustrates a broader trend: niche vertical publishers are seeking out specialized technology partners to unlock the full commercial potential of their audiences without compromising trust.
Analysts note that the ability to provide “reservation‑based buying”—where advertisers can lock in inventory ahead of time—adds a layer of predictability that has been missing from many commerce‑media deals. This predictability is valuable for both sides: publishers secure revenue streams, and brands gain confidence that their messages will appear in premium, brand‑safe environments.
Roadmap: expanding beyond the on‑site frontier
At launch, Koddi will handle Babylist’s on‑site advertising inventory, but the roadmap includes off‑site and self‑service extensions. These future capabilities aim to give advertisers a broader set of tools for reaching parents across the web while still benefiting from the unified measurement framework established today.
“For more information about Koddi, please visit koddi.com,” the press release concluded, signaling that the company is ready to field additional inquiries from brands interested in leveraging the platform for broader campaigns.
Implications for the ad‑tech ecosystem
The Koddi‑Babylist collaboration underscores a shift toward privacy‑centric, data‑driven commerce media solutions. As more vertical publishers look to monetize high‑intent audiences, the demand for platforms that can combine real‑time delivery, automated reporting, and robust attribution will likely rise. Companies that can deliver these features while navigating an increasingly complex regulatory landscape may capture a larger share of the emerging commerce‑media market.
For advertisers, the partnership offers a clearer path to measuring the impact of on‑site ads in a category where purchase decisions are often made months in advance. By tying ad exposure directly to registry activity, brands can better understand the role of early‑stage marketing in influencing later‑stage buying behavior.
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