Koddi Accelerates Commerce Media Evolution via Strategic GIPHY Platform and LiveRamp Identity Collaboration

Media technologies company Koddi has made a groundbreaking move and partnered with GIPHY. Thanks to this partnership, global companies now can run targeted advertisements using digital stickers, GIFs, reactions in conversation, and in-app search engines. Combining the power of commerce media infrastructure of Koddi, the scale of GIPHY, and the first-party identity solution of LiveRamp, the multi-stakeholder collaboration empowers digital marketers to catch the eye of consumers during natural everyday micro-moments. The project marks the beginning of the new era of advertising monetization for GIPHY and provides omnichannel brands with an opportunity to scale their reach in a privacy-minded way.

Koddi’s role as an enabler of technology for the digital media companies is made clear by the collaborative approach adopted. Through the provision of a platform that can deliver ads, manage budgets, and offer analytics to enhance performance, Koddi can allow high-volume players like GIPHY to set up advertising networks that are sustainable and scalable into the future.

“Consumers don’t just interact with brands when they’re shopping. They connect with them while they’re searching and sharing,” said Eric Brackmann, VP of Commerce Media at Koddi. “This partnership brings commerce media capabilities to those moments, helping advertisers activate campaigns more effectively while giving GIPHY the foundation to scale and monetize its advertising business.”

Also Read: Listrak Elevates Cross-Channel Marketing Ecosystem with Identity-Driven Website Personalization Suite

Expanding Non-Endemic Retail Media Beyond Traditional Product Pages

Given the rising dependency on visual-based messages in digital communications, programmatic advertisers are actively looking for other means through which they can connect in a more authentic manner than is possible with traditional desktop banners and pre-roll videos. Through the integration, there will be enhanced demographics, campaign coordination, and measurement in terms of ROAS for brands within GIPHY’s ad unit inventory.

“As we continue to grow GIPHY Ads, we’re focused on delivering more value to advertisers while creating a scalable foundation for long-term growth,” said Kevin Hein, Chief Growth Officer at GIPHY. “Koddi’s technology helps us streamline campaign activation, improve performance and build the infrastructure needed to support the next phase of our advertising business.”

As the commerce media market rapidly branches out from traditional retail websites, this deployment demonstrates how organizations can systematically leverage an owned digital footprint. By combining data privacy standards, predictive campaign analytics, and high-engagement short-form media, Koddi provides the essential tools to deploy commerce media networks for any enterprise with an active, owned digital audience.

Platform Key Deliverables for Enterprise Advertisers:

• Conversational Activation: Contextual placement within the messaging flows, reactions, and daily expressions used by billions of mobile device users.
• Privacy-First Identity Integration: Leveraging LiveRamp infrastructure to enable highly secure, first-party audience synchronization without reliance on signal degradation or third-party cookies.
• Unified Performance Analytics: Streamlined reporting pipelines that help media buying teams quantify the impact of short-form conversational campaigns.