A Fort Worth, Tex.-based commerce media platform for enterprises has entered into a strategic partnership with Universal Ads, giving brands the ability to create, buy and measure ads across premium video.
The agreement brings TV advertising to Koddi’s platform for the first time. The benefit? An advertiser can reach “high-intent retailer audiences in premium environments with measurable impact tied directly to performance outcomes like closed loop attribution and incrementality,” Koddi says.
The partnership also makes Koddi the first commerce ad tech platform to natively integrate with the Universal Ads API. “This helps alleviate long-standing friction between TV and digital channels, creating a straightforward way to run campaigns across channels and efficiently reach highly qualified, first-party audiences,” the company adds.
Eric Brackmann, VP of Commerce Media at Koddi, notes, “By integrating with Universal Ads, we’re enabling brands to use TV not just as a branding tool, but as an accessible, performance driven growth channel and activate in premium TV environments, with the precision, measurement, and outcomes they expect from commerce media.”
For Adam Royle, Head of Strategic Partnerships at Universal Ads, TV advertising has historically been dominated by the largest brands with the biggest budgets. “TV should be a growth channel, not a luxury,” he says. “As the industry evolved, accessibility often came with added layers that drove up costs and diluted performance. Our partnership with Koddi removes that friction for retailers and brands, helping them reach customers and grow their businesses across premium TV with affordability and flexibility that many previously assumed wasn’t within budget.”
Universal Ads publisher partners include Cox Media, MediaCo’s Estrella Media, Fox Corporation, The E.W. Scripps Co., Spectrum Reach, TelevisaUnivision, Warner Bros. Discovery, and Xumo.
