Supermarket group Coles has selected artificial intelligence company Topsort to transform and scale Coles 360, its digital retail media business, through an automated advertising platform.
The partnership will equip Coles 360 with technology designed to power advertisement delivery across digital placements including search, catalogue and homepage. Topsort operates as an auction-based retail media infrastructure company based in Palo Alto in the US.
"We are excited to partner with Topsort to power the next chapter of our digital retail media journey," said Bec Penn, head of product at Coles 360.
"This partnership is a pivotal step in modernising our retail media capabilities as it will enable us to better serve our brand partners with smarter targeting, improved transparency, and scalable delivery - all while simplifying campaign execution."
Coles 360 positions the move as supporting operational efficiency and data-driven performance.
Topsort's platform will enable scaling of advertisement formats across Coles' digital surfaces, providing greater transparency and control over advertisement inventory across multiple placements. The technology includes advanced audience segmentation and real-time reporting tools.
"We're thrilled to partner with Coles 360 in this shift, and it highlights good technology helps enable revenue, efficiency, and customer experience at scale," said Regina Ye, chief executive and co-founder of Topsort.
The integration aims to reduce manual processes in campaign setup and optimisation, streamlining operations and freeing internal resources for strategic work.
"Retail media is changing fast, and Coles 360 is staying ahead in the ANZ market and globally by adopting not only the best technology today but also staying future proof and ahead of the curve," Ye said.
The platform transformation reflects Coles 360's focus on long-term retail media growth as the sector expands across Australian retailers seeking to monetise their digital platforms and customer data.
Both Coles and its competitor Woolworths reported overall growth of 3.6% in advertising sales for the year to June.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.