Universal Ads adds Koddi for retail media on CTV
Universal Ads has partnered with Koddi, a commerce media platform, to enable brands to activate retail media campaigns on connected TV (CTV). This integration allows advertisers to measure the effectiveness of CTV ads in driving direct product sales.
Key Takeaways
- Koddi, a Fort Worth-based commerce media platform, is now a connected TV partner for Universal Ads.
- The integration is aimed at retail media campaigns on connected TV.
- Advertisers can measure CTV ads against direct product sales through the partnership.
- The article describes the deal as a strategic partnership between Universal Ads and Koddi.
Why It Matters
This gives Universal Ads a retail-media activation path inside connected TV, with sales measurement tied to product purchases rather than just exposure. For brands, that matters because it connects CTV inventory to commerce media workflows already used in retail advertising. It also shows CTV ad products moving closer to transaction-based measurement, not just reach. What to watch: how Universal Ads and Koddi describe measurement outputs for direct product sales, and whether they share any campaign-level results from the integration.
Read full article at rbr.com
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