Not long ago, programmatic advertising was nearly synonymous with banner ads and real-time bidding for display inventory. But by 2025, the landscape has expanded well beyond these early definitions. Programmatic now powers transactions in connected TV (CTV), digital audio, in-game environments, and especially retail media—bringing powerful new monetisation models for retailers and brands alike, but also raising questions around standardisation, scalability, and control.
At Adhese, we’re watching these shifts closely. Our recent implementation of OpenRTB Native isn’t just a technical enhancement—it’s a strategic move that helps retailers unlock new revenue streams while preserving control over their digital storefronts.
the broadening of programmatic: beyond display
Programmatic has evolved from a niche tactic into the dominant mode of digital media buying. According to eMarketer, roughly 90% of display ad spend in Western Europe is programmatic —mirroring trends in the US and globally. But the real transformation lies in how programmatic is being applied across new environments:
- CTV & video: Standards like OpenRTB 2.6 have helped bring consistency to video buying across streaming platforms, allowing advertisers to access inventory using the same systems they use for display or mobile.
- Retail media: As retail media networks multiply, the complexity of managing them is driving demand for more standardised, scalable solutions. Many are turning to programmatic principles—like real-time bidding and OpenRTB specifications—to bring automation and efficiency to formerly manual processes.
- Native advertising: Native formats—like sponsored listings or branded content placements—are no longer just nice-to-have. They’re becoming essential to retail experiences. OpenRTB Native helps ensure these can be bought and sold at scale, with seamless integration into product feeds and onsite experiences. That’s why Adhese now supports it across our platform.
you’re never too small to start
Whether you’re an established retailer or just starting to explore monetisation through media, you don’t need to be a tech giant to benefit from programmatic. With the right infrastructure, even smaller or mid-size retailers can access new revenue streams and unlock buyer demand.
At Adhese, we specialise in helping retailers unify their inventory, standardise their ad formats, and bring scalable retail media offerings to market—including joint marketplaces or networked retail environments. If you’re considering launching or joining a retail media network, we’ve built the tools to make that happen quickly, cleanly, and with full transparency.
why standardisation matters
Programmatic success starts with standards. Whether you’re enabling sponsored product placements or launching a full-funnel retail media offering, adopting protocols like OpenRTB Native gives you:
- Scalable demand access: In the retail environment, native placements—like sponsored products—are core to the experience. Buyers increasingly require native inventory that aligns with industry-standard specs. By supporting OpenRTB Native, retailers can offer this inventory without building dozens of custom integrations.
- Clean data and control: A standardised setup doesn’t mean giving up control. Adhese ensures that retailers retain full ownership of their first-party data and presentation—while enabling compliant, privacy-first monetisation.
- Cross-property compatibility: For retailers operating multiple storefronts or brand franchises, a unified system allows for seamless ad delivery and reporting across properties—reducing operational overhead and improving buyer trust.
OpenRTB Native at Adhese: built for the future of retail media
We’ve built our platform with the next generation of retail media in mind:
Future-ready formats
From native and display to emerging formats like in-app or audio, OpenRTB support means you’re ready to meet demand across multiple surfaces without major reinvestment.
Internal efficiency & ecosystem compatibility
Many early retail media implementations struggle with incompatible formats or broken data flows. Our native implementation solves that—streamlining internal workflows and enabling smoother cross-property transactions.
Monetisation that scales with you
Whether you’re working solo or as part of a joint marketplace, our infrastructure grows with your ambitions. We enable clean integrations, flexible governance, and support for OMSDK, cross-channel campaigns, contextual targeting, and audience segmentation out of the box.
what this means for retailers today
The lines between commerce and media are blurring. Today’s retailers are tomorrow’s media owners—and the infrastructure choices you make now will determine your agility, profitability, and relevance going forward. The need for interoperable systems and clean data pipelines becomes clear.
To stay ahead, retailers should:
- Adopt industry standards early – Early adopters of OpenRTB Native and similar protocols gain easier access to demand, with fewer custom integrations.
- Think like a network – Whether you’re doing it alone or collaborating with others, scalable infrastructure lets you grow retail media revenue without sacrificing UX or brand trust.
- Balance monetisation and UX – Native formats offer high engagement and revenue, but only when executed cleanly. Adhese provides flexible templates and built-in controls to do this right.
programmatic is evolving—Are you?
From native ad formats to full-scale retail media networks, programmatic in 2025 is more dynamic and interconnected than ever. With OpenRTB Native support and a platform built for real-time commerce environments, Adhese is ready to help you make the leap.
Let’s talk about what your retail media future looks like.
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