Adtech company Equativ continued its growth trajectory with its acquisition of retail media platform Kamino Retail.

The move strengthens Equativ’s capabilities in the retail media sector, which EMarketer expects will reach $140 billion this year. Equativ’s move builds upon its acquisition of Sharethrough in June, with that combination of supply-side platforms creating one of the largest independent ad marketplaces in the world.

Equative was founded in 2001, and the company has relationships with agencies, Fortune 500 brands, and publishers across 18 countries.

Meanwhile, Kamino Retail was founded in 2023 and provides a platform offering retailers a suite of solutions that can be tailored to their specific needs.

Equativ said its tie-up with Kamino Retail will give retailers a centralized technology platform with on-site and off-site ad tools with access to all demand sources, including programmatic.

API (application-programming interface) technologies will help retailers build their own retail media stack and differentiate themselves from competitors, according to Equativ. Equativ claims that shoppers see an enhanced experience as well.

Additionally, the benefits for agencies and brands include the ability to leverage the demand-side provider of their choice for off-site and on-site retail media activations. Plus, agencies and brands can mine Kamino Retail’s algorithms for campaign performance data, including conversion rates, return on ad sales, and sales units.

Equativ’s technology is integrated natively into retailers’ environments across in-application, mobile, and web, and high-funnel formats such as retail media video solutions help boost the engagement and visibility of products throughout the full funnel.

Powered by primary investor Bridgepoint, Equativ has tripled in size over the past three years.