Tesco Media upgrades ad platform through Kevel partnership

The collaboration marks a significant shift in how Tesco manages its retail media proposition. According to Stacy Gratz, Revenue and Growth Director at Tesco Media, the move is designed to align advertising experiences more closely with actual shopping habits. By leveraging Kevel's infrastructure, the retailer plans to accelerate the development of new ad capabilities, ensuring that brands can utilize Tesco’s scale and customer insights with greater precision and flexibility.

James Avery, Founder and CEO of Kevel, noted that the partnership supports Tesco’s long-term vision for retail media, providing the technical agility required to innovate at scale. The rollout is already underway, with the first wave of advertising placements powered by the new system now live. Tesco intends to expand these capabilities across its broader digital ecosystem in subsequent phases, marking a pivot toward a more interconnected and responsive advertising environment for its brand partners.