Kevel expands retail media capabilities with Nexta acquisition

Kevel has acquired Nexta, a self-serve advertising platform, in a bid to expand its retail media technology offerings. The deal brings Nexta’s AI-driven ad management capabilities into Kevel’s ecosystem, aiming to provide retailers with greater control over their advertising strategies.

Kevel, known for its API-based ad-serving technology, enables retailers to develop customized retail media platforms. With the addition of Nexta, the company looks to strengthen its ability to support both on-site and off-site advertising, allowing brands to streamline ad operations across multiple channels. The integration is expected to help retailers optimize performance and increase ad revenue in a competitive landscape.

The retail media sector continues to experience rapid growth, with projections estimating a market valuation of nearly $170 billion by 2025, according to WARC. Retailers are shifting toward media ownership, leveraging first-party data to build advertising solutions that cater directly to their customer base. By incorporating Nexta’s technology into its Retail Media Cloud platform, Kevel aims to provide an end-to-end solution for businesses seeking automated and customizable advertising options.

James Avery, CEO of Kevel, emphasized the company’s goal of expanding accessibility in retail media. “Retailers need tailored solutions to compete effectively in digital advertising. Nexta’s expertise in self-serve automation aligns with our mission to offer scalable, API-driven retail media solutions,” Avery said.

Nexta specializes in simplifying ad management through AI-driven insights, catering to retailers, marketplaces, and publishers. The company’s platform streamlines campaign execution while offering tools to refine audience targeting. Martin Jensen, Nexta’s Founder and Chairman, noted that the acquisition aligns with both companies’ shared focus on innovation. “By combining forces, we’re not just growing—we’re building a comprehensive solution for retail media networks,” Jensen stated.

Kevel’s leadership sees the acquisition as a way to enhance service offerings for existing clients while attracting new businesses seeking a more integrated approach to retail media. The combined platform will allow retailers to manage advertising across multiple formats, including in-store, on-site, and off-site placements.

Puja Rios, COO at Kevel, highlighted the importance of adaptability in ad solutions. “Retailers require a flexible, API-led infrastructure that offers full control over advertising operations. Our expanded platform will cater to both in-house teams and external advertisers, ensuring a seamless ad experience,” Rios said.