New Native Integration Eliminates Data Lag, Enabling Instant Audience Activation and Revenue Growth for Retail Media Networks
Kevel, the API-first retail media technology company, today announced the launch of its native Adobe Experience Platform (AEP) Destination, enabling retailers, marketplaces, and commerce media platforms to activate first-party audience data in real-time for retail media campaigns. The streaming integration bridges the gap between customer insights and ad decisioning, transforming static CDP profiles into immediate revenue opportunities.
The new destination eliminates the traditional data silo that has plagued retail media networks, where high-value audience intelligence gathered within Customer Data Platforms often sits disconnected from ad serving engines. By establishing a direct, real-time connection between Adobe Experience Platform and Kevel’s ad server infrastructure, the integration ensures that sophisticated customer insights are instantly actionable at the moment of ad decisioning.
“Kevel has always provided the infrastructure to power sophisticated retail media networks,” said Dylan Hulser, VP of Retail Media at Kevel. “What we’re doing now is removing friction, making it easier for retailers to activate the data they already have in real time. The Adobe Experience Platform destination is another unlock that helps our customers launch faster, move quicker, and scale revenue with confidence.”
Real-Time Activation Accelerates Time-to-Revenue
Built as a native destination within the Adobe Experience Platform UI, the Kevel destination leverages Adobe’s streaming architecture to make real time updates to customer segments with zero custom development. This real-time capability is critical for retail media efficiency, allowing marketing strategists and campaign managers who understand advertiser needs, to dramatically improve their ability to capture advertiser budgets and respond to market opportunities faster than ever before.
By combining this real-time segmentation with robust omnichannel identity recognition across web, app, and loyalty environments, the integration ensures consistent targeting at scale. Built-in safeguards prevent campaign disruption if audience configurations change, protecting advertiser delivery and performance.
The approach represents a fundamental shift in how retail media networks operate, democratizing data access and removing the technical bottleneck that has traditionally slowed retail media network growth.
“As retail media continues its explosive growth, the winners will be those who can act on customer signals in real-time,” added James Avery, CEO & Founder at Kevel. “This integration represents the future of first-party activation where data doesn’t just inform strategy, it drives immediate action and measurable outcomes at the point of ad decisioning.”
The Adobe Experience Platform destination expands Kevel’s Retail Media Cloud®, allowing retailers to maximize advertiser ROAS with greater control over how first-party data powers monetization. The Kevel Adobe Experience Platform Destination is available now to all Kevel customers.
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