Kevel, a leading provider of API-based retail media ad serving technology, has acquired Nexta, an automated advertising self-serve platform, signaling a strategic move to transform the retail media landscape. The acquisition positions Kevel to offer retailers a more robust, comprehensive solution for managing multi-channel advertising and unlocking new revenue opportunities.
The global retail media market is experiencing rapid growth, with projections indicating investments could reach nearly $170 billion by 2025. This trend reflects retailers' increasing interest in becoming media owners and leveraging first-party data to create more targeted advertising experiences.
By integrating Nexta's AI-driven ad management technology into its Retail Media Cloud, Kevel now provides retailers with a full-stack solution that enables seamless, customizable advertising operations. The combined platform offers both on-site and off-site capabilities, giving retailers unprecedented flexibility in designing their advertising strategies.
Kevel CEO James Avery emphasized the strategic importance of the acquisition, noting that it aligns with the company's mission to democratize advertising technology. The merger allows retailers to build custom media platforms that compete effectively in an increasingly complex digital marketplace.
The integration will enable retailers to optimize ad personalization, improve operational efficiency, and access advanced AI-driven insights. Retailers can now choose between using Kevel's existing interfaces or developing custom solutions tailored to their specific needs.
Nexta's CEO Jesper Urban highlighted the shared vision of making advertising more accessible and measurable for businesses of all sizes. The acquisition represents a significant step toward simplifying and improving the advertising experience for retailers, marketplaces, and publishers.
This strategic move comes at a critical time when retailers are seeking more sophisticated tools to monetize their digital platforms. By combining Kevel's technological infrastructure with Nexta's intelligent automation, the merged entity is positioned to drive innovation in the retail media space.
