The amount of advertising allocated to retail media continues to grow each year, with the most popular emerging vertical in the space overtaking traditional TV advertising for the first time this year.
In Europe alone the value of retail media is set to double over the next four years, while the UK has seen 7.5% year-on-year growth, which increased retail ad spend to £3.7 billion in 2025.
Meanwhile, the U.S. advertisers are expected to spend an incredible $69 billion on the space in 2026.
As retail media spending continues to soar globally, a new partnership between ADvendio and Kevel promises to accelerate revenue generation capabilities in the retail media space with an AI-powered, integrated ad management tool.
Higher ad spend, increased complexity
Advertisers continue to increase their spend on retail media as the new blueprint for growth and increased revenue.
In the U.S., Walmart and Amazon are expected to capture 89% of the incremental dollars spent in retail media in 2026, given their dominance of the retail industry and the numerous opportunities brands have to target specific consumers and demographics. However, the increasing popularity means that retail media is expanding beyond traditional players to build a much more diverse ecosystem.
According to ADvendio, retailers and advertisers are increasingly challenged by fragmented workflows, multiple campaign systems, and inconsistent reporting structures.
This complexity can stand in the way of revenue growth for brands, undermining the potential of the retail media space.
The newly announced partnership will see ADvendio’s retail media Revenue OS with Kevel’s retail media cloud in order to ensure that retailers can scale ad operations efficiently, optimize revenue across channels, and gain full access to data on a single dashboard.
Liga Bandere, the Head of Product at ADvendio, explained, “By combining our Agentic Revenue OS with Kevel’s API-first technology, we’re giving retail media networks the ability to automate the entire lifecycle—from the first draft to final billing—ensuring they capture every cent of margin while scaling at a pace that was previously impossible.”
Kevel’s Retail Media Cloud® is a pioneering advertising technology platform designed to enable retailers and marketplaces to create proprietary retail media networks that drive exceptional results for both media networks and their advertisers. Meanwhile, ADvendio’s Revenue OS is an agentic AI solution built to extend agentic reasoning into real-world execution to help the biggest retail and media companies to turn intelligence into revenue.
“Retail media is at an inflection point and the networks that win will be the ones that can move fast, stay flexible, and keep full control of their data and infrastructure. That’s exactly what this partnership with ADvendio is designed to deliver,” commented James Avery, CEO & Founder of Kevel.
Deep data insights, automated optimization
Despite billions flowing into this segment of advertising and the rich opportunities it offers, the data blind spots could jeopardize future demand.
To date, growth has been powered by retail media’s uniquely strong ability to engage high-intent shoppers at the point of purchase, provide rich customer insights to inform brand strategy, enable precision audience targeting, and deliver closed-loop measurement.
With fragmented channels and disjointed workflows, optimizing the revenue potential of retail media is a challenge.
ADvendio and Kevel are set to bring flexible ad technology and robust commercial infrastructure together with a powerful new software solution. This integration closes the gap between two critical yet disparate pieces of infrastructure to pave the way for streamlined campaign management and the automation of workflows such as trafficking, forecasting, targeting, and billing.
The integration also features AI-powered agents designed to help retailers boost ad sales across their retail media networks.
“Kevel’s API-first ad serving gives retailers the performance and customization they need at the core, and ADvendio’s agentic Revenue OS wraps that with the operational intelligence to scale it efficiently. Together, we’re removing the friction that slows retail media growth, so retailers can focus on building differentiated ad businesses that actually drive results for their advertisers,” Avery explained.
Together, this creates a true end-to-end solution that allows retailers not only to deliver ads effectively but also to operate and monetize their media business at scale, combining flexibility with control, accelerating time to market, and ensuring the setup can evolve as their retail media strategy grows.
“Integrating Kevel’s high-performance ad infrastructure into the ADvendio ecosystem is a game-changer for retailers looking to move beyond manual campaign management,” Bandere concluded.
The Kevel integration will be live within the ADvendio platform starting Spring of 2026.
