Building With Kevel Takes Time Go Live In 4 Weeks With OSMOS

Kevel believes that the only way for publishers to own a customized, white-labeled retail media platform is to build it on their own. 

According to Kevel, publishers looking to buy have to make do with popular, off-the-shelf, non-customizable retail media solutions.

With their assumption that building is a superior option than buying, Kevel’s pitch is that they make building a retail media platform easier with their APIs.

At OSMOS, we believe that the build vs buy dilemma shouldn’t come in the way of owning a bespoke, white-labeled retail media platform.

We have built enough custom retail media platforms to prove that ‘buying’ is not synonymous with ‘off-the-shelf’.

If the publisher doesn’t have enough engineers who they can dedicate to ad monetization, or don’t have any experience with adtech, we build fully customized retail media platforms for them.

However, If the publisher believes they have the engineering bandwidth to build a solution on their own, they are welcome to use our APIs.

Firstly, building a retail media platform, even with APIs, takes thousands of engineering hours- it’s not a viable option for every publisher.

Secondly, just because a publisher doesn’t have the expertise to build a RMN on their own, doesn’t mean they have to settle with mediocre, off-the-shelf solutions.

Lastly, it doesn’t hurt to keep both options open- OSMOS gives the publisher the freedom to explore both- the build and the buy path.

Kevel started out as an Ad-Server-as-a-Service provider. Building an entire retail media stack was an afterthought. Hence, they are still a managed serve first platform. 

They are building very basic self-serve capabilities right now- when publishers are expecting everything to be on self-serve.

We recognized quite early on that it’s paramount for retail media platforms to be able to activate tail & torso brands- it’s the only way to attain scale

With managed serve, it’s impossible to activate tail and torso brands- after all, how many brands can an ad ops team manage?

The only way longtail activation of brands works is self-serve enablement.

Hence, OSMOS has been built with a self-Because it allows publishers to capture the highly underestimated ad spends from smaller brands- which is impossible without giving brands access to end-to-end self-serve campaign management tools.serve first approach.

Because it allows publishers to capture the highly underestimated ad spends from smaller brands- which is impossible without giving brands access to end-to-end self-serve campaign management tools.