Retailers can open up their inventory to brands in unified media management platforms away from fragmented, specialised retail media platforms
Sponsored Products advertisements are the mainstay of Retail Media. However, access to that inventory is limited outside of individual retail media network.
Teads and Pentaleap have launched the first real time bidding integration for sponsored products, allowing advertisers to buy these placements through standard programmatic platforms. Brands can now include Sponsored Products in the same line item as video, display, and CTV in Teads Ad Manager.
Activating sponsored product placements can be very challenging. Real-time bidding for sponsored products placement would not really work because slowness and latency would create a poor customer experience
For retailers, this opens access to demand to the wider market. The inventory stays in their control but can now be exposed to the same programmatic buyers who already are buying across the open web.
And there’s a strategic play here from this partnership between Pentaleap and Teads. As brands push for media consolidation, fragmented retail media platforms access are a bottleneck for the growth of retail media.
We’re witnessing a shift in how retailers sell ad inventory,” said Andreas Reiffen, CEO and Co-Founder of Pentaleap. “Historically, slow load times blocked programmatic solutions like RTB from working for onsite Sponsored Products. With Pentaleap’s speed, we’ve solved that. This technology gives retailers access to demand from platforms where brands already spend—allowing brands to engage customers faster and more effectively than ever before.”
Teads brings more than $1.7bn in ad spend from global premium brands so the partnership with Pentaleap opens the door for high-value advertisers across multiple categories to directly access Sponsored Product Ads inventory programmatically.
“For the first time, advertisers can activate retail media alongside their broader omnichannel campaigns in Teads Ad Manager,” said Craig Hughes, EVP Corporate & Business Development at Teads. “We’re reducing complexity for advertisers, enabling activation across multiple retail environments alongside their existing upper-funnel campaigns. This is a major step in delivering full-funnel activation for brands.”
Brand advertisers can manage retail media within existing Teads workflows as part of an omnichannel strategy alongside display, video, and CTV campaigns in a single line item. The partnership also promises that advertisers will get full-funnel optimisation with Teads’ predictive technology and closed-loop sales reporting.
