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Koddi accelerates Commerce Media evolution via strategic GIPHY platform and LiveRamp identity collaboration. Media technologies company Koddi has made a groundbreaking move and partnered with GIPHY. Thanks to this partnership, global companies now can run targeted advertisements using digital stickers, GIFs, reactions in conversation, and in-app search engines. Combining the power of commerce media infrastructure of Koddi, the scale of GIPHY, and the first-party identity solution of LiveRamp, the multi-stakeholder collaboration empowers digital marketers to catch the eye of consumers during natural everyday micro-moments. The project marks the beginning of the new era of advertising monetization for GIPHY and provides omnichannel brands with an opportunity to scale their reach in a privacy-minded way. Self-learning ad tech Koddi's role as an enabler of technology for the digital media companies is made clear by the collaborative approach adopted. Through the provision of a platform that can deliver ads, manage budgets, and offer analytics to enhance performance, Koddi can allow high-volume players like GIPHY to set up advertising networks that are sustainable and scalable into the future. "Consumers don't just interact with brands when they're shopping. They connect with them while they're searching and sharing," said Eric Brackmann, VP of Commerce Media at Koddi. "This partnership brings commerce media capabilities to those moments, helping advertisers activate campaigns more effectively while giving GIPHY the foundation to scale and monetize its advertising business." Expanding non-endemic retail media beyond traditional product pages. Given the rising dependency on visual-based messages in digital communications, programmatic advertisers are actively looking for other means through which they can connect in a more authentic manner than is possible with traditional desktop banners and pre-roll videos. Through the integration, there will be enhanced demographics, campaign coordination, and measurement in terms of ROAS for brands within GIPHY's ad unit inventory. "As we continue to grow GIPHY Ads, we're focused on delivering more value to advertisers while creating a scalable foundation for long-term growth," said Kevin Hein, Chief Growth Officer at GIPHY. "Koddi's technology helps us streamline campaign activation, improve performance and build the infrastructure needed to support the next phase of our advertising business." As the commerce media market rapidly branches out from traditional retail websites, this deployment demonstrates how organizations can systematically leverage an owned digital footprint. By combining data privacy standards, predictive campaign analytics, and high-engagement short-form media, Koddi provides the essential tools to deploy commerce media networks for any enterprise with an active, owned digital audience. Platform key deliverables for enterprise advertisers: * Conversational Activation: Contextual placement within the messaging flows, reactions, and daily expressions used by billions of mobile device users. * Privacy-First Identity Integration: Leveraging LiveRamp infrastructure to enable highly secure, first-party audience synchronization without reliance on signal degradation or third-party cookies. * Unified Performance Analytics: Streamlined reporting pipelines that help media buying teams quantify the impact of short-form conversational campaigns.

Koddi expands Commerce Media targeting capabilities through new GIPHY and LiveRamp collaboration. Partnership enables brands to activate targeted advertising across GIFs, stickers, reactions and conversational moments. FORT WORTH, Texas, July 16, 2026 (GLOBE NEWSWIRE) - Koddi, the leading commerce media technology for enterprises, today announced a partnership with GIPHY that enables brands to activate targeted advertising across GIFs, stickers, reactions and search experiences. The partnership combines Koddi's commerce media technology, LiveRamp's identity and audience capabilities and GIPHY's advertising platform to help advertisers engage consumers in the moments of digital self-expression that happen every day. Together, the companies are creating new opportunities for brands to reach highly engaged audiences while supporting GIPHY's next phase of advertising growth. The partnership underscores Koddi's ability to help media owners modernize and scale their advertising businesses. By delivering the infrastructure required to manage campaigns, serve ads and optimize media performance, Koddi enables organizations like GIPHY to unlock greater efficiency, maximize monetization and build future-ready advertising ecosystems. "Consumers don't just interact with brands when they're shopping. They connect with them while they're searching and sharing," said Eric Brackmann, VP of Commerce Media at Koddi. "This partnership brings commerce media capabilities to those moments, helping advertisers activate campaigns more effectively while giving GIPHY the foundation to scale and monetize its advertising business." As consumers communicate through GIFs, advertisers are looking for new ways to build meaningful connections with audiences beyond traditional display and video formats. The partnership brings more advanced audience activation, campaign management and measurement capabilities to GIPHY's advertising platform, enabling brands to better understand and optimize performance across these experiences. "As we continue to grow GIPHY Ads, we're focused on delivering more value to advertisers while creating a scalable foundation for long-term growth," said Kevin Hein, Chief Growth Officer at GIPHY. "Koddi's technology helps us streamline campaign activation, improve performance and build the infrastructure needed to support the next phase of our advertising business." As commerce media continues to extend beyond traditional retail environments, partnerships like this demonstrate how advertisers can reach consumers in more engaging, contextually relevant moments. By bringing together privacy-first data, intelligent campaign activation and premium consumer experiences, Koddi is helping enable commerce media for any organization with an owned digital audience, unlocking new opportunities to create value for advertisers and consumers alike. About Koddi Koddi is the leading commerce media platform powering the world's most ambitious media networks and brands. Built on first-party data, cutting-edge agentic decisioning, and over a decade of experience powering billions in media spend, Koddi enables enterprises across commerce verticals to launch and scale media networks, drive smarter monetization, and deliver next-generation consumer experiences. Koddi partners include Babylist, Booking.com, Cars.com, Fanatics, Gopuff, Grubhub, Kohl's, Kroger, and many more. Learn more at koddi.com. About GIPHY Founded in 2013, GIPHY Inc. is the visual communication platform where thousands of creators, media, and brand partners make everyday expression a little more moving. GIPHY empowers you to discover and share the GIFs, Clips, and Stickers that make your conversations more positive, more expressive, and more you. In addition, GIPHY Ads enables brands to connect with their audiences through ads people share, not just see. Acquired by Shutterstock in 2023, GIPHY's platform has a daily user reach of 1+ billion to which it serves 10+ billion pieces of short-form content every day. For more information, visit GIPHY.com or follow Africa Finance Today on Instagram, Twitter, Facebook, and TikTok @GIPHY. Media Contact Rachel Jermansky, SamsonPR for Koddi [email protected] Legal Disclaimer: EIN Presswire provides this news content "as is" without warranty of any kind. Africa Finance Today do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.

Introducing Occupancy insights: A new commercial intelligence layer for Koddi Enterprise. By Jarrod Simpson For years, ROAS has been a defining goal of mid- and lower-funnel ad campaigns. But simple return on ad spend doesn't drive the unique business goal of each advertiser forward, especially ones with expiring goods (such as hotel rooms, car inventory, and quick-stop restaurants). In these cases, advertisers are attempting to capitalize on a short window of time for a customer to make a purchase, and they might have other priorities rather than simply ensuring their ad dollars were spent efficiently. That's why today, Koddi Inc. is launching Occupancy insights, its new commercial intelligence layer for Koddi Enterprise. This toolset embeds commercial data within your bidding algorithm, helping you achieve your unique goals. Koddi Inc. is making this visible throughout its platform, showcasing major opportunities for strategic investment. Instead of leaving you to a platform-centric approach that traditionally rewards already-popular listings, Koddi highlights your areas of need and allows you to strategically modify bids to drive better outcomes. Here's what it means for its advertisers today. Bid based on your unique goals with your unique data. Traditional bid automation optimizes for clicks and return. But this often forces your budget toward already-popular assets, higher daily rates, and historic click-through patterns. In the end, advertisers may have spent their budgets efficiently, but if they're not moving inventory, it wasn't spent effectively. Your business has distinct commercial priorities that platform efficiency metrics ignore. Sometimes, maximizing fill rates is the priority, even if it costs a bit more in ad spend. Its new feature set allows you to use your proprietary intelligence to your advantage. Use custom business data and signals (like property-level and date-specific occupancy, MPI, RGI, direct share, and more) to automatically dictate how budgets and total investments are deployed based on real-time inventory needs. This means constructing custom, scheduled rule sets that sit on top of your existing campaigns to automatically execute when inventory hits specific thresholds. For example, if a hotel drops into a 0-20% occupancy tier, you can automatically trigger a precise bid boost for specific targeted check-in dates. You pay a little more to drive occupancy to your priority markets, but you move the needle towards the outcome that matters to your business. This setup allows you to: * Identify key investment opportunities, and pass on ones you're already winning: Shifting ad dollars away from properties that convert natively and don't need the extra spend. * Find the right mix: Effectively balance spend across major channels. * Capture future demand spikes: Anticipate real-world market catalysts - like concerts, sports, and festivals - and automatically adjust your bidding strategy before those demand windows show up in your historical booking data. * Leverage across publishers: Launching and scaling your custom rule layers seamlessly beyond Google to run across Booking, Expedia, Trivago, and Trip. How it works. This new feature set works across areas of Koddi Enterprise, helping you: * Identify: The system merges real-time business metrics like occupancy data directly with active search demand, as well as additional signals like rate parity and overall auction health. This allows you to quickly evaluate the overall health of your entire portfolio at a glance. The dashboard instantly flags "top need markets" - where high search demand is paired with low occupancy - and isolates areas of critical overspend, where high occupancy is paired with an unnecessarily high budget, so you know exactly where to pull back. * Forecast: An automated agent proactively scours global APIs for upcoming concerts, sports, conferences, and festivals. By mapping these real-world events against your locations, the engine showcases future potential demand spikes before they show up in historical data, enabling your team to make proactive strategy shifts. * Recommend: Based on the identified gaps identified and the forecasted demand, the built-in recommendation engine surfaces specific, high-yield actions. It calculates automated opportunity scores to show you exactly which regions, assets, or booking windows will deliver the highest return on your next ad dollar. * Bid: Once rule sets are defined, the platform automatically translates your business logic into execution. It operates seamlessly on top of your existing campaigns, pushing precise scheduled bid adjustments and multipliers directly to major publisher networks like Google, Booking, Expedia, Trivago, and Trip. * Report: Koddi Inc. believe in proving incremental lift, not just automating tasks. Koddi tracks the real-world impact of your commercial rules by comparing bookings, revenue, and total investment during need periods against non-need periods. This structured reporting proves exactly how much net-new demand was driven to the areas that needed it most. Granular control, tailored to your priorities. Your proprietary data is the lifeblood of your operation, and your data stays with you. Koddi Enterprise serves as an isolated intelligence layer, ensuring your business signals are used exclusively to fuel your own competitive advantage - not shared back to train publisher algorithms or benefit competitor networks. Furthermore, this commercial intelligence layer is not a one-size-fits-all model. It is fully customizable by brand, geography, or micro-region. You retain complete control over which commercial data signals take priority and how they are applied across your network, allowing you to tailor your automation rules to the exact operational nuances of your business. And, you don't have to figure it out alone: its analyst teams work with you every step of the way. For all commerce media. While these use cases are heavily rooted in travel, metasearch, and hotel operations, the core challenge of managing fluctuating inventory and business constraints is universal. Its architecture is fundamentally built for all commerce media. The platform effortlessly extends to diverse non-travel industries - including QSR, automotive, and airlines. Whether you are optimizing ad spend based on vehicle lot turnover, regional restaurant ticket sizes, flight capacity metrics, or shifting delivery windows, Koddi ingests your specific commercial inputs to fundamentally transform how your budget is allocated across major networks like Google. Getting started. As publisher networks continue to normalize and flatten out, your proprietary data is your unfair advantage. As Koddi Inc. continue building on these features, Koddi Inc.'ll be adding new signals, including review score, cancellation risk, MMM, and more. Don't outsource your most critical commercial decisions to a publisher's black box. Contact your account team today to learn more.