Retail media is rapidly evolving, with leading retailers like The Home Depot shifting away from all-in-one, rigid platforms in favor of modular, high-performance solutions. This shift allows retailers to customize and scale their retail media networks more efficiently, integrating onsite, offsite, and in-store advertising.

In response to this industry transformation, Pentaleap, a leader in retail media ad serving, and Vantage, the Orchestration Layer for Retail Media, have announced a strategic partnership. This collaboration enables retailers, marketplaces, and eCommerce platforms to launch, manage, and scale retail media networks without being constrained by legacy tech limitations.

A Smarter Approach to Retail Media

Retail media networks today require seamless integration across multiple ad placements, including:

• Onsite – Ads displayed within the retailer’s digital ecosystem

• In-Store – Digital signage and promotions in physical retail locations

• Offsite – Ads extending to external digital channels and marketplaces

Vantage serves as the central hub for managing these placements, handling:

• Campaign planning and execution

• Media buying and optimization

• Reporting and analytics

• Billing and financial reconciliation

Meanwhile, Pentaleap specializes in maximizing the value of onsite ad inventory, providing an advanced ad server that connects:

• Major search advertising platforms

• Retail media DSPs (demand-side platforms)

• Real-time bidding solutions

This integration enhances ad relevance, improves monetization, and delivers a superior customer experience.

Benefits of the Pentaleap-Vantage Partnership

1. Higher Relevance and Revenue from Onsite Ads

Pentaleap’s advanced ad-serving technology optimizes ad placements in real-time, ensuring higher engagement and revenue.

2. Unified Retail Media Management

Vantage connects all ad placements (onsite, in-store, and offsite) into a single, streamlined platform for efficient management.

3. More Flexibility, Less Complexity

Retailers can adapt and customize their tech stack over time, scaling without the constraints of one-size-fits-all platforms.

Industry Leaders Endorse the Shift to Modular Retail Media

“Pentaleap + Vantage combine the most advanced ad-serving technology with the most comprehensive unified retail media frontend, offering a superior alternative to all-in-one tools.”
— Andreas Reiffen, CEO and Co-founder, Pentaleap

“This partnership represents the future of retail media. By integrating the Vantage orchestration layer with Pentaleap’s ad-serving capabilities, we enable retailers to transition from rigid legacy platforms to a flexible, high-performing future.”
— Aran Hamilton, CEO and Co-Founder, Vantage

Trusted by Leading Retailers

Major retailers worldwide already rely on Pentaleap and Vantage to simplify and optimize their retail media networks. Whether a retailer focuses on onsite, offsite, in-store, or omnichannel retail media, this partnership provides a scalable, high-performance solution to drive better advertising outcomes.

The future of retail media lies in flexibility, performance, and modular technology. By combining Pentaleap’s cutting-edge ad-serving capabilities with Vantage’s orchestration layer, retailers can unlock new efficiencies, increase ad revenue, and create seamless customer experiences.

For retailers looking to scale their retail media operations without unnecessary complexity, the Pentaleap-Vantage partnership delivers the next-generation solution.