### Wolt’s Five-Way Partnership: What HappenedWolt, a prominent local commerce platform operating in over 40 countries, has announced a strategic expansion of its advertising solutions through new partnerships with leading ad-tech providers: Koddi, Magnite, Skai, StackAdapt, as well as The Better Cities Company. These collaborations aim to connect offsite ad interactions directly to in-app purchases in Wolt’s ecosystem, significantly broadening how merchants, brands, and agencies can reach and convert customers both online and offline.With these partnerships, Wolt’s clients can run campaigns across major digital channels, including social platforms, search engines, streaming services, and connected TV. Simultaneously, Wolt is launching scalable out-of-home advertising using electric vehicle fleets, offering hyperlocal, sustainable ad opportunities in busy urban spaces. This initiative is intended to transform how retail media links disparate touchpoints in the customer journey, making campaign impact more measurable and integrated than ever before.### The Strategic Context: Fragmentation and Integration in Retail MediaRetail media is undergoing a rapid transformation, with global spending forecasted to reach nearly 25% of all media spend by the end of the decade, according to market observers. The proliferation of retail media networks has led to significant fragmentation—hundreds of RMNs with varying standards, ad formats, and reporting. These circumstances have made unified campaign management, catalog consistency, and full-funnel attribution increasingly complex for brands and agencies.Wolt’s expanded partnerships directly address these challenges by enabling interoperability and streamlined activation across ad placements, data connectors, and content feeds. The joint work of Koddi and Skai, for example, is designed as a one-stop API bridge, allowing advertisers to quickly add new retailers and synchronize campaigns across channels—greatly accelerating time-to-market and the ability to execute cross-publisher strategies. This capability helps eliminate traditional bottlenecks in campaign planning and product onboarding, especially for omnichannel and D2C retailers.### Impact on Product Feeds and Catalog InfrastructureThe integration between offsite ads and in-app purchase flows inherently raises the bar for precise, real-time product feed management. Retailers and brands advertising via Wolt (using Koddi, Skai, or StackAdapt as orchestration layers) must maintain consistently structured, up-to-date product data.- **Feed quality and catalog standards:** Ad platforms rely on clean, standardized catalog data (including accurate titles, images, pricing, and availability) to match user interests, enhance personalization, and ensure that shoppers always see current offers. Any mismatch between an ad and actual inventory can degrade performance and customer trust.- **Acceleration of assortment onboarding:** The ability for brands and merchants to launch offsite campaigns rapidly across many channels means they must automate catalog updates, taxonomy mapping, and variant handling to avoid manual lag or inconsistencies. Wolt’s model, leveraging integrations with AI-powered platforms like Skai and StackAdapt, is positioned to drive much faster assortment onboarding than legacy approaches.Standardization also facilitates measurement: tracking which offsite impressions convert into in-app purchases requires unique product IDs and event-level attribution, which is only possible with a tightly monitored feed infrastructure. If you want to dive deeper, you can learn more about **product feeds** at our blog.### Effects on Content Quality and Card CompletenessFor retail media to be effective—particularly across multiple digital and physical ad placements—the completeness and quality of product cards is critical:- **Rich media and video:** With the expansion to CTV, streaming services, and digital OOH (via electric vehicles), the requirements for product card content now include high-resolution images, short-form video, and dynamic copy variations. This evolution demands that content pipelines support auto-generation and validation of multimedia assets, and that each SKU is equipped for use in both display and video ad contexts.- **AI-assisted enrichment:** The use of AI tools in these ad platforms (e.g., Magnite’s GenAI for campaign creatives) allows rapid generation and adaptation of content to fit various formats and audiences. Automated enrichment of product cards with AI—be it improved descriptions, attribute recommendations, or dynamic video renderings—becomes a competitive requirement for inventory velocity and customer engagement.The result is not just faster go-to-market times for new SKUs but also a consistent, shopper-ready experience across campaign endpoints.### Role of No-Code and AI in the New Retail Advertising EcosystemA notable aspect of Wolt’s announcement is the democratization of campaign creation and optimization. No-code and low-code interfaces allow smaller brands and local merchants to launch professional-quality campaigns across streaming, CTV, and digital OOH in minutes—without needing specialized technical teams.- **Rapid creative deployment:** Platforms like Magnite and StackAdapt provide intuitive UIs or AI-augmented workflows for campaign planning and content creation, reducing operational friction. Marketers can test, iterate, and launch asset variations more efficiently, aligning closely with product feed updates.- **Predictive intelligence:** AI-driven optimization, central to Skai and StackAdapt, improves both targeting and creative selection, driving higher conversion rates and more granular reporting. Machine learning models analyze performance across multiple touchpoints (offsite ads, in-app behavior, OOH impressions), enabling smarter budget allocation and feed prioritization.Through these advancements, Wolt and its partners are effectively lowering barriers for entry, pushing both speed and effectiveness of assortment launches, and raising the content bar across the board.### Broader Industry SignificanceThe shift represented by Wolt’s partnership network points to several key trends with wide-reaching implications for ecommerce and retail content infrastructure:- **Convergence of digital and physical touchpoints:** By connecting digital campaigns with hyperlocal, data-driven OOH (using electric vehicles), retailers can achieve full-funnel measurement—from ad exposure to verified in-app purchase. This alignment favors those with integrated catalog infrastructure and robust API-driven attribution systems. Understanding a **product matrix in e-commerce** is crucial here.- **Rise of automated, programmatic campaigns:** The deep integration of AI and automation in campaign planning, content adaptation, and feed management makes retail media increasingly accessible and scalable. Retailers able to quickly harmonize their product data and content across platforms will have a measurable advantage in acquisition and conversion.- **Sustainability and urban targeting:** The use of electric vehicles not only provides a unique advertising opportunity but also responds to regulatory and consumer demand for sustainable, non-intrusive OOH solutions, while allowing highly localized campaign targeting as city environments become more data-driven.### OutlookAs the retail media ecosystem continues to mature, capabilities like those introduced by Wolt’s five-way partnership are reshaping competitive dynamics. The ability to unify offsite, in-app, and out-of-home campaign execution around a single product feed accelerates speed to market and enhances customer experience at every stage of the journey.Emerging best practices center on real-time catalog synchronization, modular card content, and AI-powered creative adaptation. Retailers and brands who invest in these areas, leveraging integrated API solutions and automation, will be best positioned to capitalize on the next wave of retail advertising—one where attribution is comprehensive, operational friction is minimized, and the path from impression to conversion is fully connected. The right **product descriptions** are essential as well.For further context on how retail media infrastructure is evolving in parallel, see analyses in Retail Media Age and press coverage from Adweek.---At NotPIM, we recognize the growing importance of seamless product data management in this evolving retail landscape. Wolt's strategic partnerships highlight the need for robust, dynamic product feeds that feed omnichannel campaigns. The ability to quickly adapt and distribute product information across various platforms is critical to success. E-commerce businesses will want to find out how to create **sales-driving product descriptions**. To address these demands, NotPIM provides a no-code solution that simplifies product catalog creation, enrichment, and real-time synchronization, allowing e-commerce businesses to optimize their product data workflows for maximum impact and stay ahead of the curve.