Kevel and Vantage Partner to Scale Retail Media Operations Street Fight

Kevel and Vantage Partner to Scale Retail Media

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Kevel, the leading provider of API-based ad-serving technology, announced it had partnered with Vantage, the Orchestration Layer for Retail Media™, to streamline operations and empower retailers to create high-performing media networks.

Kevel is known for its highly customizable ad-serving technology, which allows retailers to build and manage bespoke retail media networks powered by first-party data. This empowers businesses to create tailored advertising experiences that differentiate them in the competitive retail media space. Vantage, on the other hand, specializes in automating workflows and orchestrating data for retail media. Its platform helps retailers manage complex operations, optimize campaigns, and unlock actionable insights across ecosystems. Together, these companies address the growing demand for scalable, efficient, and high-performing retail media solutions.

Retail Media: A Booming Opportunity

Retail media is becoming one of the most lucrative advertising channels. According to eMarketer, U.S. retail media ad spend reached $45 billion in 2024 and is expected to exceed $55 billion by the end of 2025. Globally, the market is projected to climb past $125 billion by 2026. This growth underscores the urgency for scalable, efficient solutions to help retailers maximize their share of the market.

“At Kevel, we’re shaping the future of retail media by equipping retailers with the technology and tools they need to create best-in-class in-house media networks,” said Dylan Hulser, VP of Retail Media at Kevel, in conversation with Street Fight. “We understand our customer’s challenges and the retail media landscape—which is why we’re API-first. Our platform is designed to give retailers full control and flexibility over their media campaigns and data. By partnering with companies like Vantage, we help retailers launch faster with an integrated solution that simplifies processes and automates complicated workflows.”

Game-Changing Benefits for Retailers

The partnership delivers several key advantages, including:

  • Faster Campaign Launches: Build custom media networks in as little as 14 days with Kevel and launch campaigns within minutes using Vantage.
  • Enhanced ROI: Achieve over 20% reductions in campaign-level costs and drive net revenue growth of +7%.
  • Maximized Data Utilization: Activate first-party data insights and integrate seamlessly with platforms like Snowflake and Salesforce.
  • Streamlined Operations: Flexible tech-stack compatibility ensures integration across ecosystems, reducing inefficiencies.

Simplifying and Scaling Retail Media

Retail media has been a fragmented and complex space, requiring retailers to navigate multiple tools and workflows. This partnership addresses these challenges head-on, providing an end-to-end solution for consolidating data, automating workflows, and personalizing ads—all while maintaining full control over tech stacks and data.

Aran Hamilton, CEO and Co-Founder at Vantage, believes this partnership with Kevel represents a critical step forward for retail media innovation. He reportedly stated, “Our combined solution helps retailers better orchestrate their media businesses through automated workflows and data-driven ad solutions tailored to their specific requirements.”

Trusted by Industry Leaders

Kevel and Vantage’s solutions are trusted by major brands such as The Home Depot and Slickdeals. With this partnership, retailers of all sizes—whether running onsite, offsite, in-store, or omnichannel campaigns—can access advanced tools to unlock profitability, improve efficiency, and future-proof their media networks.

“We’ve proven with retailers like The Home Depot that Vantage’s Retail Media Orchestration Layer seamlessly integrates with Kevel’s flexible ad-serving infrastructure, streamlining the deployment and management of retail media campaigns,” Hamilton told Street Fight.

The Future of Retail Media

Retail media now accounts for nearly 20% of U.S. digital ad spend, and by 2028, it is projected to rival search and social advertising as the dominant digital channel. This growth highlights the need for innovative solutions to simplify operations and deliver personalized, data-driven advertising experiences.

“As the retail media landscape evolves, businesses need tools that not only keep pace with the market but also empower them to take control,” added Hulser. “Through our partnership with Vantage, we’re delivering on that promise.”

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George Wolf is a senior writer at Street Fight. who has a passion for technology as it relates to local merchants and national brands. He is particularly interested in the constant evolution of the privacy landscape.