Kevel, the leading provider of API-based retail media ad serving technology, has announced the acquisition of Nexta, an automated advertising self-serve platform. This acquisition demonstrates Kevel's commitment to redefining the retail media landscape with a comprehensive solution that enables retailers to manage multi-channel ad investment, optimize performance, and unlock revenue opportunities. The integration of Nexta's AI-driven ad manager into Kevel's Retail Media Cloud creates a full-stack solution for high-performing retail media networks.
According to James Avery, CEO of Kevel, "This acquisition reinforces Kevel's commitment to transforming the retail media landscape by encouraging retailers to launch custom retail media programs that drive marketplace revenue." The combined solution brings on-site and off-site retail media capabilities under one platform, offering retailers the choice to use best-in-class user interfaces or build their own customized versions using APIs. This strategic move comes at a time when the global retail media market is experiencing unprecedented growth, with investment predicted to reach nearly $170 billion in 2025 according to WARC's latest forecast.
The acquisition addresses the growing need for retailers to transition into media owners and publishers, leveraging robust first-party data and closed-loop attribution to engage with customers in ways that were not traditionally possible. Martin Jensen, Founder and Chairman of the Board at Nexta, described the merger as "more than just a strategic move — it's a match made in heaven," highlighting Kevel's global market reach and shared culture of innovation. The unified platform will ensure retailers can continue to meet the growing demand for high-performing retail media networks while maintaining full control over their advertising operations and first-party data.
