Replatforming, Reimagined: 3 Key Takeaways

A leading U.S. office supplies retailer used  Pentaleap’s full ad stack to manage onsite ads from direct sales to access network demand from a leading retail media  technology vendor to expand reach with major brands and agencies.

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Executive Summary: 3 Key Takeaways

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The Challenge: Combining Direct and Network Demand for Optimal Ad Performance

With the dual ad stack setup in place, the office supplies retail media network (RMN) faced a challenge: how to improve the effectiveness of its network demand while still retaining the benefits of its direct sales channel. Although the dual-stack model allowed for robust revenue generation from two primary sources, the RMN observed that demand from its existing retail media technology vendor could perform even better with a unified ad server approach.

The RMN sought a solution that would enhance CTR (click-through rates), expand paid ad inventory, and drive higher user engagement by aligning existing demand with Pentaleap's Fluid Ad Server. This approach would aim to streamline ad management and maximize the relevance of ads displayed on its website, ultimately driving more clicks and revenue without compromising the control provided by Pentaleap's direct sales channel.

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Tech Primer: Understanding the Retail Media Ad Tech Stack 

Here’s a quick overview of the typical flow of retail media ads on retailer websites: 

This streamlined process ensures that only the most relevant ads reach shoppers, optimizing ad performance and enhancing the user experience.

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The Starting Point: Leveraging Dual Ad Stacks for Optimized Revenue Streams

Until September 2023, the office supplies RMN leveraged its existing retail media tech stack to access network demand and Pentaleap’s stack to manage budgets from direct sales. This dual approach allowed the retailer to maximize its revenue sources by combining its extensive existing brand and agency partnerships with Pentaleap’s dedicated ad stack for private markets and direct sales.

This setup created a solid foundation, enabling the RMN to reach a broad spectrum of advertisers. Its existing retail media tech vendor handled network demand, delivering major brand exposure, while Pentaleap facilitated direct sales through private marketplaces, giving the office suppliers RMN control over its ad placements and inventory. By having access to both direct and network demand, the retailer could effectively balance ad inventory and ensure an optimal ad experience for its shoppers.

However, while the dual ad stack setup provided distinct benefits, the RMN identified an opportunity to streamline and enhance the performance of its existing network demand through deeper integration with Pentaleap’s ad server, aiming to unlock even more revenue potential and ad relevance.

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Step 1: Funnelling Existing Demand Through Pentaleap's Fluid Ad Server for Improved Performance

In October 2024, the office supplies retailer began channelling network demand from its existing retail media vendor through Pentaleap's Fluid Ad Server, allowing for unified handling of all onsite ads. This integration immediately drove significant improvements in CTRs, boosting ad engagement across the retailer’s platform.

With CTRs now on par with organic product listings, the RMN was able to amplify the ad inventory available to its retail media vendor, capturing more paid clicks and driving additional engagement.

Remarkably, the office supplies RMN saw a 104% increase in ad revenue on the very first day of the integration, even before any additional adjustments. The impact was the same win-win-win outcome seen with previous Pentaleap integrations:

Users found relevant ads that matched the quality of organic results. Advertisers gained better ROI and saw a rise in sales volume. The existing retail media vendor  experienced increased traffic and ad spend through their platform. The RMN  achieved a substantial uplift in ad revenue through expanded inventory and improved performance.

After aligning on specific categories to test, the A/B test went live, ensuring a controlled environment to compare outcomes from the Pentaleap integration.

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Step 2: Expanding Demand Sources Through Future RTB and API Integrations

Looking ahead, the office supplies retailer plans to integrate additional demand sources by expanding Real-Time Bidding (RTB) and API connections through Pentaleap. Future steps will connect demand sources such as Google and Microsoft via RTB, while incorporating Skai and Pacvue via API integration. This setup will further diversify its demand pool, creating a seamless advertising experience for both direct and network demand channels.

By expanding demand through RTB and direct APIs, the office supplies RMN is building a flexible, modular tech stack that adapts quickly to evolving market conditions, with its existing retail media vendor playing a central role as a key demand partner and positioned for continued success on the retailer’s platform.

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A Modular Approach: How a Top Office Supplies RMN Combined Two Retail Media Tech Products for Maximum Impact

The office supplies retailer’s integration of Pentaleap with its existing retail media vendor exemplifies how two complementary solutions can be seamlessly combined to amplify performance without requiring a full replatform. By leveraging its demand access alongside Pentaleap’s ad serving capabilities, the RMN unlocked new levels of ad relevancy, user engagement, and revenue—all with minimal disruption.

For other RMNs, this illustrates the future of retail media: modular, flexible tech stacks that drive more value together than individually. Combining strengths across different areas can yield a robust, adaptable foundation to meet the evolving demands of the retail media landscape.