Koddi Selected by Babylist to Power and Scale Its Commerce Media Platform

Partnership introduces premium, reservation-based placements to Babylist’s commerce media platform, allowing brands to secure inventory in advance and plan campaigns with precision.

Koddi, the leading retail and commerce media technology for enterprises, today announced a new partnership with Babylist, the trusted platform for millions of growing families, to support the next phase of its commerce media strategy with a modern, automated and privacy-safe platform built for growth and performance. The partnership enables Babylist to unlock high-performing, trusted onsite advertising for brands while preserving the curated experience parents rely on. It also powers reservation-based buying, allowing advertisers to easily plan, reserve and forecast premium placements with guaranteed delivery.

As Babylist’s onsite media business has grown to more than a billion impressions annually, the company has seen strong and increasing demand from brand partners. To support its next phase of growth, Babylist selected Koddi to power its commerce media platform, enabling more advanced pacing, forecasting, attribution and revenue optimization.

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“At Babylist, our priority is creating meaningful, trusted experiences for growing families, and that includes how brands show up on our platform,” said Liz Primm, SVP Strategic Partnerships and Business Development at Babylist. “As our commerce media business has gained momentum, we needed to make sure our technology foundation could keep pace. Koddi gives us the ability to scale more sophisticated, high-performing and privacy-safe experiences without losing what makes Babylist special.”

Koddi’s platform provides Babylist with the infrastructure to manage, scale and measure its onsite advertising with real-time monitoring, automated reporting and stronger attribution across consumer engagement and purchases. With unified analytics connecting ad exposure to registry activity and transactions, brand partners can integrate Babylist into broader full-funnel strategies and clearly understand the impact of their investment at key moments in the consumer journey.

At the same time, the integration enables Babylist to operate more efficiently and at scale. With automated campaign delivery, forecasting and measurement, and clean data synchronization across its environment, Babylist can support more consistent advertiser experiences, more advanced measurement and continued growth. Babylist and Koddi successfully launched the platform on an accelerated timeline ahead of the holiday season, integrating a number of complex systems within only a few weeks.

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“Babylist is one of the most influential and trusted platforms for new and expecting parents, and Koddi is here to help elevate the consumer and advertiser experience across their ecosystem,” said Nicholas Ward, president and co-founder of Koddi. “As commerce media rapidly matures, marketplaces like Babylist are leaning into smarter, more scalable onsite strategies. Our goal is to help them unlock the full value of their audience with technology that drives both performance and great experiences.”

Babylist reaches millions of expectant parents as they build registries and seek product recommendations, making it a trusted partner for brands looking to connect with growing families. By partnering with Koddi, Babylist will offer advertisers enhanced targeting, stronger measurement and more seamless opportunities to connect with consumers throughout their journey.

At launch, Koddi will power Babylist’s onsite advertising, with plans to expand the platform to include offsite and self-service capabilities over time.

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