The retail media landscape continues to evolve at breakneck speed, with industry players racing to deliver cutting-edge solutions for retailers looking to maximize ad revenue and customer engagement. In a transformative move, Kevel has acquired the Copenhagen-based startup Nexta to address growing retailer demands and bridge a critical gap in off-site retail media.
By combining forces, Kevel and Nexta are poised to revolutionize retail media by providing seamless integration between on-site and off-site platforms, enabling retailers to emulate the capabilities of giants like Amazon and Walmart. Here are five ways this groundbreaking acquisition could reshape the retail media industry.
Kevel, renowned for its robust on-site ad server capabilities, has taken a significant step forward by integrating Nexta's off-site platform expertise. This combination allows retailers to create end-to-end advertising ecosystems that operate as efficiently as any walled garden.
According to Kevel CEO James Avery, "It’s about giving the retailer that single interface, like a Walmart or an Amazon, where you can come in and buy across the web and YouTube, TikTok, Facebook -- and all these different places that Nexta connects with."
By extending beyond their own platforms, retailers can now better engage with customers across social media platforms like TikTok and Meta while maintaining the centralized control and insights that drive strong retail media networks.
A key challenge for many retailers has been the ability to deliver advertising campaigns within platforms like TikTok, Meta, and YouTube -- walled gardens that traditionally require unique approaches. Nexta’s off-site capabilities now empower Kevel to tackle this head-on, unlocking new opportunities for retailers looking to expand their media reach.
As Avery highlights, “For retailers, especially in smaller markets, the more compelling off-site opportunity is to access the walled gardens, where there’s way better matching than the open web.”
This means that retailers can leverage their rich first-party data to reach their customers more effectively through robust matching capabilities, something the open web often struggles to deliver.
The acquisition aligns perfectly with Kevel’s vision to create comprehensive, full-stack retail media solutions. Many retailers today face the headache of cobbling together disparate technologies to manage on-site ads, off-site campaigns, and self-serve options. With Kevel and Nexta, retailers gain access to a unified platform that eliminates these operational silos.
Martin Jensen, CEO of Nexta, describes the synergy as a "1 + 1 = 3" situation, adding that “this end-to-end solution lowers barriers for tier-2 and tier-3 retailers to launch retail media networks without the complexity of signing multiple vendor contracts.”
Both companies bring deep-rooted expertise in programmatic advertising, which will be a pivotal force in the future of retail media. Nexta’s off-site technology adds critical functionality to Kevel’s stack, aligning programmatic retail media solutions with developing global standards such as those from the IAB Tech Lab and W3C.
Kevel has also been a strong advocate for probabilistic attribution in retail media. As Avery states, “Nothing beats when you send someone to a website and see them clicking through and buying the product.” This knowledge helps Kevel bridge the gap between programmatic advertising trends and the practical needs of retailers.
Nexta’s stronghold in Northern Europe gives Kevel broader access to European markets, which are still maturing in the retail media space. With Kevel’s U.S.-centric expertise and Nexta’s European innovation, this partnership creates a global force that connects retailers across regions.
Avery sees this collaboration as a pivotal moment: “The opportunity is that we can take something that’s working really well for Nexta in a smaller market and expose it to a global market.”
Moreover, this acquisition will bring Nexta’s 30 - 40 employees to Kevel, expanding R&D teams and cementing Kevel’s position as a leader in both U.S. and European markets.
Looking to the future, this partnership aligns with the growing retail media trends of self-serve platforms, off-site campaign management, and cross-platform integrations. As the industry strives to rival the likes of Amazon and Walmart’s advertising ecosystems, Kevel’s acquisition of Nexta sets the stage for new innovations and solutions that allow retailers of all sizes to compete.
At its core, this deal represents a step forward not only for the two companies but for the broader retail media ecosystem. It brings together complementary strengths, enabling the creation of a unified solution that simplifies complexities, lowers barriers, and provides retailers with world-class tools to expand their retail media presence.
Kevel and Nexta are ready to lead the next wave of retail media innovation. With on-site and off-site integrations, walled garden capabilities, and programmatic strength, they are paving the way for a more streamlined, effective, and accessible retail media landscape.
To learn how Kevel’s solutions can transform your retail media network, connect with our experts today.
