London, United Kingdom – Global adtech company Equativ has announced the acquisition of retail media platform Kamino Retail in a bid to expand the adtech company’s suite of solutions for the fast-growing retail media channel and builds on the Sharethrough merger.
Through this acquisition, Equativ and Kamino Retail provide retailers with a comprehensive, independent, and transparent suite of solutions that fully unlock the potential of their advertising space and shopper data.
The combination of the two technologies allows retailers to reach the full potential of their retail media program, including continuing to enrich their retail media program through innovative and efficient solutions, such as the video retail media that Kamino Retail was the first to launch – as well as the activation of retailers’ 1st party data on Equativ’s inventories.
Moreover, retailers will be able to build their own retail media stack, relying on the full-API technologies offered by Kamino Retail and Equativ – and thus stand out from growing competition with a tailor-made offer.
Another capability retailers can also tap is optimising the value chain, by regaining control of their technology and their relationships with brands and their agencies, by guaranteeing optimised and transparent management of retail media campaigns. In addition, there is also supporting onsite and offsite activation, for endemic and non-endemic brands, with support for direct sales and full programmatic demand.
For agencies and brands, they can also benefit from Equativ’s newly-enhanced on-site and off-site retail media capabilities, which include leveraging the DSP of their choice for their onsite and offsite retail media activations; leveraging Kamino Retail’s algorithms to maximise the performance of their campaigns: conversion rates, sales units, RoAS; increasing engagement and visibility of their products directly on the retailers’ site, using new high-funnel formats, such as retail media video solutions; and the existence of a independent, interoperable retail media monetisation platform, centralised as a one-stop-shop for onsite and offsite success, compliant with all environments.
Arnaud Crépu, CEO at Equativ, said, “The acquisition of Kamino, alongside our recent merger with Sharethrough, reinforces our commitment to driving innovation and strategic growth within key sectors of the digital advertising landscape. This integration of shared strengths allows Equativ to provide even stronger value for our partners. Offering access to a comprehensive, transparent, results-driven, and ever-expanding suite of solutions ensures we can both continuously cater for evolving needs and enhance our position in the global ad market.”
Meanwhile, Elie Aboucaya, co-founder of Kamino Retail, commented, “More than a choice, this strategic acquisition was an obvious choice for us! Equativ’s proven off-site technology suite, combined with Kamino Retail’s expertise and unique platform, allows us to provide our customers with ever more efficient, agnostic, interoperable and integrated solutions.”
Lastly, Marianne Schneider, co-founder of Kamino Retail, stated, “Equativ’s global presence, combined with their strategic partnerships, provides a significant boost to our international deployment and our technological roadmap.”
