In September 2025, a major collaboration emerged in the e-commerce advertising landscape: Topsort, a company specializing in AI-powered, auction-based retail media infrastructure, partnered with Skai, an omnichannel ad platform. This partnership connects Skai’s advertiser base to Topsort’s expansive network, which spans retailers, marketplaces, and delivery apps in approximately 40 countries. Critically, it allows brands and agencies using Skai to access previously hard-to-reach retail media markets through a single, unified platform, while Topsort’s self-serve interface, Toppie, leverages AI to optimize media spend and campaign performance.
Skai’s platform, enhanced by its proprietary GenAI marketing agent Celeste, now integrates Topsort’s networks directly into the omnichannel workflow. As a result, advertisers can seamlessly manage Topsort-powered retail media campaigns alongside broader commerce investments. Capabilities such as bulk campaign creation, automated auditing, cross-channel reporting, and rules-based optimization are now accessible in one interface. Importantly, the partnership is designed to uphold privacy standards and eliminate silos that typically fragment retail media strategy, giving brands direct, reliable access to high-performing inventory and new audiences around the world.
The Strategic Shift in Retail Media Access
The integration of Topsort’s infrastructure into Skai’s omnichannel platform addresses a critical challenge facing global advertisers: fragmented access to diverse and often regional retail media networks. With more than 200 retail media networks operating globally, brands consistently face inefficiencies caused by disparate buying platforms, inconsistent data standards, and limited visibility into campaign performance across channels. By bringing a broad portfolio of marketplace placements under a single, self-serve umbrella, the partnership provides operational simplicity and streamlines campaign management—an increasingly acute need as retail media matures and demands measurable performance, transparency, and organizational efficiency. Learn more about the challenges of data integration.
Recent industry events, such as ShopAble in the Park 2025, underscore that retail media is now the primary digital channel for 90% of advertisers. The sector’s growth rate attracts scrutiny, but leading experts agree that the focus is shifting from reckless expansion to sustainable models.
Impact on Product Feed Management and Catalog Standards
One significant implication of this collaboration is its potential to enhance the quality and consistency of product information delivered through ad placements. Centralized retail media platforms create new opportunities for brands to apply standardized catalogization across channels, reducing errors stemming from manual integration and varying feed requirements for different networks. Optimizing your product feeds is key to success in this new environment.
Advancements in No-code and AI-driven Campaign Management
The partnership between Skai and Topsort is emblematic of a broader shift toward no-code, AI-powered self-service capabilities in retail media. Understanding these advancements might be key to optimizing your business strategy. Examine the future of product feed management.
Privacy, Transparency, and the Globalization of Retail Media
Growing regulatory pressure and consumer scrutiny demand that retail media platforms maintain robust privacy protections and data governance. The Skai and Topsort collaboration highlights privacy-safe infrastructure as a central pillar.
Outlook and Industry Implications
Ultimately, this collaboration could accelerate the unification and standardization of retail media buying, product feed management, and catalog data flows at global scale.
NotPIM perspective: This partnership underscores the growing importance of streamlined, automated product data management in the evolving retail media landscape. The increased focus on standardized catalog data and simplified campaign management aligns with NotPIM's core solutions for e-commerce businesses. While NotPIM may not directly interact with this collaboration, brands facing the challenges of managing large, complex product catalogs across various channels will likely find this integration beneficial. The trends toward unification and automation suggest a future where efficient data handling is essential for success in the global retail market. Learn more about how to choose the right supplier from a product content perspective.