Retail media just got a major upgrade. Moloco Commerce Media (MCM), best known for its AI-driven retail ad solutions, has inked a partnership with Skai, the omnichannel advertising platform trusted by more than 8,000 advertisers worldwide. The deal essentially plugs Skai’s massive advertiser network directly into Moloco’s growing roster of retail media partners—creating a smoother path for campaigns that scale and revenue that multiplies.

At its core, the partnership is about removing friction in a market that’s exploding. Retail media is one of digital advertising’s fastest-growing sectors, projected to hit hundreds of billions in spend globally over the next few years. But fragmentation—too many platforms, too many walled gardens—remains a headache for both advertisers and retailers. By linking Moloco’s retail media inventory with Skai’s campaign management platform, the two companies are betting they can solve part of that complexity puzzle.

What Retailers Get

Retailers using Moloco already tap into advanced AI, predictive analytics, and automated bidding tools to maximize ad revenue. Now, thanks to Skai’s integration, those same retailers gain exposure to entirely new budgets from thousands of advertisers. More demand, less operational hassle, higher revenue—it’s hard to find a retailer who wouldn’t take that deal.

What Advertisers Get

For advertisers, the value is in scale and simplicity. Skai’s platform already supports campaigns across search, social, and ecommerce marketplaces. With Moloco’s networks added in, advertisers can fold retail media buys into their omnichannel strategies without juggling multiple systems. The combination of Moloco’s AI (which fine-tunes targeting and optimization) and Skai’s automation (including its GenAI assistant, Celeste) promises more relevant ads and smoother execution.

The Shopper Angle

This isn’t just a win for advertisers and retailers. Shoppers—the ultimate target—stand to see more personalized, contextually relevant ads across retail channels. In theory, that means fewer irrelevant banner placements and more timely, useful offers that actually encourage conversions. If retail media has been criticized as intrusive in the past, Moloco and Skai are pitching this partnership as a way to make it smarter and less annoying.

Industry Implications

The retail media landscape has quickly become the “third big wave” of digital advertising, after search and social. Amazon still dominates, but a growing number of retailers—from Wayfair to StockX—are racing to monetize their own audiences. With more than 125,000 advertisers already running campaigns on Moloco’s network, the tie-up with Skai could accelerate adoption for mid-tier and emerging retailers looking to cash in.

It also raises the stakes for rivals. Platforms like Criteo, CitrusAd, and PromoteIQ are all chasing the same dollars. Moloco’s move to hook directly into Skai’s omnichannel capabilities gives it a potential differentiator: advertisers don’t just get another retail network, they get one already integrated with the rest of their media strategy.

As Pat Copeland, General Manager of Moloco Commerce Media, put it: the goal is “reliable performance, easy campaign management, and ads that truly resonate with shoppers.” Skai’s Chief Growth Officer Matt Vignieri echoed the sentiment, highlighting the combination of Moloco’s reach with Skai’s transparency and scale.

The bottom line: retail media is growing up fast, and partnerships like this one are shaping how money flows across the ecosystem. Expect others to follow suit—or risk being left behind.

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