Kleinanzeigen launches retail media network powered by Kevel
Kleinanzeigen has selected Kevel's API-based ad technology platform to launch its new retail media network.
Kleinanzeigen, the largest online classifieds platform in Germany, has chosen to utilise Kevel's Retail Media Cloud to underpin this new phase in its digital advertising operations. According to both companies, the integration aims to enhance the company's advertising options and provide more targeted advertising for advertisers while maintaining a positive user experience for those interacting with the classifieds service.
Retail media rollout
Kleinanzeigen sees over 700 million monthly visits and operates as a significant connection point for local buyers, marketplace sellers, and brands. By integrating Kevel's platform, the company says it intends to introduce a more sophisticated, custom-built advertising system. This will include multiple ad formats for brands and sellers looking to reach high-intent German consumers through both on-site and off-site media channels.
The new system leverages Kleinanzeigen's sizeable first-party data pool to offer personalisation and custom ad formats. Kevel's API-first ad serving platform will enable Kleinanzeigen to introduce retail ad formats, sponsored listings, native ads, and other options tailored to meet the needs of merchants and advertisers operating on its marketplace.
Comments from leadership
James Avery, Founder and CEO of Kevel, commented, "We are excited to welcome Kleinanzeigen to the Kevel family. Their decision to build their retail media network on our Retail Media Cloud platform demonstrates the versatility and strength of our API-first approach. We look forward to helping Kleinanzeigen create a truly unique advertising experience that reflects their brand values and meets the evolving needs of both advertisers and users."
Fabian Schmitt-Pfeifer, Head of Product Retail Media at Kleinanzeigen, described the partnership as central to the company's ongoing development. "At Kleinanzeigen, we're constantly seeking innovative ways to improve our users' experience and provide value to our advertising partners. Kevel gives us the tools and flexibility we need to build a retail media network that's uniquely tailored to our platform. We're excited about the possibilities this opens up for our business, our users, and our advertising partners."
Partnership features
The new collaboration is expected to bring several strategic benefits to Kleinanzeigen's business. These include enhanced scalability, with Kevel's platform allowing for further growth in customer base and inventory, as well as support for a diverse set of ad formats. Kevel's framework enables the rapid deployment of custom retail media campaigns, allowing Kleinanzeigen to launch such offerings in as little as 14 days. This agility is expected to help the company respond swiftly to opportunities and demands in the advertising market.
Data security and compliance remain at the centre of Kleinanzeigen's considerations. Kevel's technology supports industry-standard data compliance, enabling the platform to utilise its first-party data while ensuring that privacy and regulatory requirements are met. Kevel and Kleinanzeigen anticipate that the range of new ad formats and targeting precision will provide improved returns for advertisers using the platform.
Implementation timeline
The first ad placements with Kevel's Retail Media Cloud went live in April as part of a phased rollout. The full implementation will continue over the coming months, as Kleinanzeigen works closely with Kevel's technical team to expand the network's capabilities and introduce additional features.
Kleinanzeigen is focusing on maintaining a high-quality user journey while expanding its advertising revenue streams. The new retail media network will enable brands, sellers, and service providers to target audiences interested in the platform's diverse range of second-hand and new goods, while supporting Kleinanzeigen's broader business objectives in Germany's classified ads sector.
The move underlines Kevel's broader European ambitions and provides Kleinanzeigen with a set of tools to differentiate its advertising products in the retail media space.
