The retail media landscape is rapidly evolving with increasing demand for more flexible, data-driven advertising solutions. In late 2025, Skai, an omnichannel commerce media platform, and Kevel, the creator of The Retail Media Cloud®, announced a groundbreaking partnership.
This collaboration focuses on expanding global retail media access for advertisers by combining Skai's unified platform and AI-powered tools with Kevel's customizable, API-driven infrastructure. Understanding how this partnership shifts market dynamics is critical for brands and agencies aiming for competitive advantages in retail media.
Expanding Retail Media Reach and Access
The partnership between Skai and Kevel enables advertisers to access retail media networks powered by Kevel alongside well-established platforms like Amazon and Walmart. This is significant because retailers are moving away from traditional, legacy retail media solutions toward more nimble, transparent platforms that offer greater control over margins and richer data insights.
Matt Vignieri, Chief Growth Officer at Skai, highlighted the value of this integration, emphasizing how it gives advertisers seamless access to emerging retail networks while retaining a unified workflow across established channels. Advertisers can now manage all their retail media campaigns through a single platform, reducing fragmentation and complexity.
Unified Platform Benefits for Advertisers
By integrating Kevel’s Retail Media Cloud® with Skai’s omnichannel platform, advertisers gain several strategic advantages:
- Expanded Global Reach: Access premium retail publishers transitioning to Kevel’s platform globally, unlocking new high-value audiences.
- Unified Campaign Management: Centralize campaign execution, optimization, and data reporting alongside other marketing investments.
- AI-Powered Optimization: Use Skai’s advanced AI and Kevel’s audience segmentation to improve campaign performance and ROI.
- Rapid Activation: Benefit from plug-and-play API integrations for swift campaign launch and iteration.
James Avery, CEO of Kevel, noted that the combination of data control and a differentiated advertising experience is vital. This partnership supports retailers in leveraging their first-party data securely and innovatively to attract brand advertisers and enhance monetization.
Strategic Implications and Market Outlook
This collaboration marks a strategic milestone in retail media’s evolution. It reduces barriers to retail media adoption by providing transparency and control in one streamlined solution. Retailers and marketplaces gain powerful tools to operate their proprietary networks, while brands benefit from better visibility and performance insights across a broader retail ecosystem.
The integration is already available to Skai and Kevel customers, with plans to expand to additional retailers through 2026. This phased roll-out underlines a growing trend: prioritizing API-centered, data-driven retail media solutions over monolithic or closed systems.
For brands and agencies, the Skai-Kevel partnership offers an unprecedented opportunity to scale retail media campaigns efficiently across both established and emerging retail networks. By simplifying access, centralizing management, and leveraging AI, advertisers can achieve better results in today’s fragmented retail media environment. Retailers benefit too, as they gain tools that enhance margin control and advertiser retention.
To stay competitive in omnichannel retail advertising, industry leaders should consider the strategic implications of such integrations that unify data, optimize spending, and expand reach. Discover more about how Kevel empowers retailers at Kevel's website and explore Skai’s platform for commerce media solutions at Skai's website.
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Staff Report
Nathan Sellars
Staff Report
