Kevel Acquires Nexta, Bolsters Retail Media Capabilities
Kevel has acquired Nexta, an automated advertising self-serve platform, to enhance its API-based retail media solutions. This move aligns with Kevel’s vision of empowering retailers to control their own ad platforms, optimizing multi-channel ad investment, and unlocking new revenue streams. The integration of Nexta’s AI-driven ad manager into Kevel’s Retail Media Cloud™ offers retailers a full-stack solution for managing both on-site and off-site advertising.
Enhancing Advertiser Access and Efficiency
Kevel specializes in API-driven ad serving, while Nexta provides a streamlined user interface for self-serve and managed service ad operations. This combination allows retailers to offer flexible, customized advertising solutions. By integrating Nexta’s automation and audience-building tools, Kevel strengthens its ability to help brands scale their retail media operations efficiently.
In conversation with Street Fight, Martin Jensen, Founder and Chairman of Nexta, expanded by telling us “This merger of Kevel and Nexta creates a one stop shop with all the tech retailers need under one roof to build a best in class retail media network. We’re offering a solution that lowers the barrier to entry for many retailers, one that marries the best of two worlds, bringing Europe’s longstanding strength in adtech product and engineering with the unmatched size, reach and growth of the US market together in one company.”
Challenging Walled Gardens
The retail media landscape is increasingly dominated by walled gardens, where major platforms like Amazon, Google, and Meta control valuable first-party data and ad inventory. Kevel’s acquisition of Nexta aims to give retailers more autonomy by allowing them to build their own retail media networks, reducing dependence on these dominant players. This shift enables retailers to retain control over audience data, ad pricing, and customer engagement, positioning them as media owners rather than intermediaries.
As James Avery, CEO, Kevel told Street Fight, “This acquisition is really important for Kevel – we see it as the missing piece of the puzzle for retailers. We can now offer a bigger solution with both onsite and offsite capabilities to help them build truly world-class networks. Our goal is to be the go-to partner for retailers, to give them that level playing field to compete with industry giants like Amazon and Walmart. With Nexta’s technology, we can provide a complete, end-to-end retail media solution.”
Building on Strategic Partnerships
This acquisition follows Kevel’s recent partnership with Vantage, which focused on scaling retail media operations and enhancing ad-serving capabilities. By integrating Nexta, Kevel expands its ability to deliver both automated and customized ad solutions, reinforcing its commitment to open, scalable retail media ecosystems.
The Future of Retail Media
With the retail media market expected to reach $170 billion in 2025, Kevel’s expansion comes at a pivotal time. Retailers are increasingly shifting from traditional advertisers to full-fledged media owners, leveraging first-party data for targeted advertising. The Kevel-Nexta combination provides a unified platform that streamlines ad management and optimizes campaign performance across channels.
Avery further told Street Fight, “We think 2025 is going to be an interesting year for retail media where you have two different types of retailers at different stages of the maturity ladder. On the one hand, you have incumbent retailers who are now looking to expand and build a network that’s truly differentiated. On the other, there are retailers who are just starting this journey – especially in the European markets where there are a number of retail brands who are looking into launching their first retail media network. With the acquisition of Nexta, Kevel becomes a great choice for both.”
With this acquisition, Kevel continues on its strategic path, offering brands an alternative to walled gardens and empowering retailers with greater control over their
