2 Adtech Startups Team up To Solve Retail Media’s Biggest Problem

Retail adtech firm Zitcha is teaming up with fellow adtech company Pentaleap to offer retailers a new way to rank and serve ads on their websites.

By doing so, the companies hope to solve one of the retail media’s biggest problems: Misalignment between a retailer’s advertising and merchant businesses, explained Pentaleap cofounder and CEO Andreas Reiffen.

That central tension plays out like this: A retailer’s media team wants to put ads on an ecommerce website to maximize ad revenue and make advertisers happy. A retailer’s merchant team wants to protect the customer experience, and it also wants to promote specific products based on things like profit margin and inventory management.