Singapore — The Trade Desk has expanded its advertising technology platform to enable brands and agencies to purchase onsite retail media inventory programmatically for the first time.
The new capability comes through an integration with Koddi’s commerce media platform, with Gopuff announced as the first retail partner. Additional retailers are also expected to join in the coming months.
This move allows advertisers to buy sponsored product ads and other onsite retail placements directly through The Trade Desk platform. It aims to make retail media a rapidly growing sector of digital advertising, which is more accessible and easier to integrate with wider digital campaigns.
As part of the integration, advertisers will be able to access retail and commerce media ad formats, starting with sponsored product ads, within the same system they use for broader media buying.
According to The Trade Desk, this setup enables brands to run “full-funnel campaigns,” from awareness to conversion, while providing retailers with more value from their inventory and advertisers with a clearer view of performance across channels.
“Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite advertising placements has been limited and fragmented,” said Matthew Fantazier, vice president for data partnerships, The Trade Desk.
He added, “This integration delivers a personalised shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey. By working with Koddi, advertisers can now run full-funnel campaigns on The Trade Desk platform, breaking down silos for retailers and advertisers and unlocking new opportunities for performance and measurement.”
Additionally, through Koddi’s commerce media platform, retailers such as Gopuff can make their onsite inventory available programmatically while maintaining transparency, targeting, and measurement controls. Advertisers, meanwhile, can unify retail media with other digital campaigns, using real-time optimisation and unified analytics to link ad exposure to purchases.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” said Michael Peroutka, head of Gopuff Ads.
“We know brands want to be able to plan, implement, and optimise their media investments in unison. This partnership is a momentous step forward in bringing this vision to life. Together, we’re empowering all brands on Gopuff with the information they need to better understand, engage, and sell to their customers, all in one place,” added Michael.
Moreover, Nicholas Ward, president and co-founder of Koddi, added: “Our integration with The Trade Desk significantly boosts demand for our retail partners while simplifying fragmented buying experiences. Together, we’re empowering retailers and advertisers to scale retail media as part of their programmatic strategies.”
According to research from Koddi, more than 95% of media buyers are open to purchasing onsite retail media programmatically, highlighting growing demand for tools that simplify access and improve workflow efficiency. The Trade Desk and Koddi said they plan to expand the offering with new ad formats and retail partners in the future.
![[Statement] AirAsia Ph June 4 2026](https://marketech-apac.com/wp-content/uploads/2026/06/Statement-AirAsia-Ph-June-4-2026.jpg)