Pentaleap Is Powering Macy’s Ad Deal With Amazon

Macy’s has selected adtech company Pentaleap to facilitate its deal with Amazon Retail Ad Service.

ADWEEK exclusively revealed the Macy’s-Amazon tie-up in August, but Pentaleap’s involvement wasn’t yet public at the time.

Macy’s is still using Criteo’s onsite adtech. By adding Pentaleap’s ad server and mediation layer, the retailer can connect to additional demand sources, like Amazon. That means advertisers already using Amazon Ads platform can bid on ad slots on Macy’s and Bloomingdale’s as well as Amazon’s own ecommerce site.

“It’s the first time the new retail media [real-time bidding] is in action, and that’s what we use to bring Amazon in,” explained Andreas Reiffen, CEO and co-founder of Pentaleap.

The tech treats all demand sources equally, Reiffen said, and automatically selects ads for each onsite ad slot based on contextual relevancy and the size of the advertiser’s bid.

The partnership “helps us create a more open and flexible retail media ecosystem—one that ensures relevant ads and protects the user experience while expanding access to new demand sources that drive growth,” Michael Krans, vp of retail media for Macy’s, said in a statement.

“We’ve become laser-focused and invested to ensure that our sponsored product ads align even more tightly with our customers’ needs when exploring products on Macy’s and Bloomingdale’s,” Krans continued.