Kevel, a leading provider of API-based retail media ad serving technology, has acquired Nexta, an automated advertising self-serve platform. The strategic merger positions Kevel to offer a more robust, comprehensive solution for retailers seeking to develop sophisticated in-house advertising platforms.
The acquisition comes as the global retail media market is projected to grow to nearly $170 billion by 2025, creating significant opportunities for retailers to transition into media owners. By integrating Nexta's AI-driven ad management technology into its Retail Media CloudTM, Kevel now provides a full-stack solution that enables retailers to optimize operations, improve ad personalization, and streamline advertising workflows.
Kevel CEO James Avery emphasized the strategic importance of the acquisition, noting that it reinforces the company's commitment to transforming the retail media landscape. The combined technology offers retailers the flexibility to either use pre-built interfaces or create custom solutions tailored to their specific needs.
The merger brings together Kevel's on-site ad-serving technology and Nexta's off-site capabilities, creating a unified platform that supports multi-channel ad investments. This approach allows retailers to leverage first-party data and closed-loop attribution, enabling more targeted and effective advertising strategies.
By providing retailers with advanced tools to build and manage their own media networks, Kevel is democratizing access to sophisticated advertising technologies typically reserved for large platforms like Amazon. The acquisition represents a significant step in helping retailers unlock new revenue streams and compete more effectively in the digital advertising ecosystem.
