John Lewis Partnership upgrades ad network with Kevel technology

The new platform utilizes Kevel’s AI-driven, API-first Retail Media Cloud to facilitate self-service advertising campaigns. By integrating native ads and sponsored listings, the system allows brands to reach shoppers with greater accuracy. A critical feature is the introduction of 'ROPO' measurement, which tracks how online retail media exposure influences in-store purchases by linking loyalty card data to digital ad engagement.

Kaitlin Craig, Digital Retail Media Lead at the John Lewis Partnership, noted that the initiative builds on 160 years of customer insights, allowing the retailer to share valuable data with partner brands while enhancing the overall shopping experience. Kevel CEO James Avery highlighted that the partnership aligns with their strategy to help retailers own their media propositions rather than outsourcing them. While display placements are already live across both retail websites, sponsored product ads are slated for a wider rollout later this year. Epsilon remains responsible for managing off-site advertising, including video and display ads served across the open web.