Babylist Taps Koddi to Revamp Ad Business & Reach Parents

Babylist, a leading baby registry platform, is overhauling its advertising infrastructure. The company, which generated over $500 million in revenue in 2024 and sees more than a billion ad impressions annually, has selected Koddi to manage its advertising business.

A Shift in Advertising Technology

Since 2019, Babylist had relied on internally developed technology to sell advertising space on its website. However, the company determined a more robust system was needed to support future growth. Liz Primm, SVP of Strategic Partnerships and Business Development at Babylist, stated the need to “build an infrastructure that would do what we’re doing today, better.”

Did You Know? Babylist processes over a billion ad impressions each year, making its advertising space valuable to brands targeting new parents.

Koddi’s platform offers advertisers increased flexibility in purchasing onsite ads. The technology focuses on improving ad pacing, forecasting, attribution, and revenue optimization for brands. Koddi currently provides similar services for Gopuff, Kohl’s, and companies in the travel sector.

Competition in the Retail Media Space

Koddi competes with other retail media firms, including Criteo, Pentaleep, and Topsort. The selection of Koddi followed a request for proposals initiated by Babylist in June 2025, with the transition to Koddi’s platform completed before the 2025 holiday season.

Expert Insight: The move to a specialized commerce media platform like Koddi signals a growing trend among retailers and platforms to maximize revenue from advertising. By outsourcing this function, Babylist can focus its resources on its core business of supporting expecting parents.

Currently, the majority of Babylist’s approximately 100 annual advertisers focus on products commonly found on baby registries. However, the platform also attracts advertisers from outside this core category, such as New York Life, Shipt, and HelloFresh, seeking to reach the expecting parent demographic.

Looking Ahead

While the initial partnership focuses on onsite advertising, the collaboration between Babylist and Koddi could potentially expand. Future possibilities include incorporating off-site advertising options and enabling self-service ad buying capabilities. Primm indicated that Koddi’s technology will create a “better and more relevant” experience for users, ultimately benefiting advertisers and Babylist’s overall business performance.

Frequently Asked Questions

What prompted Babylist to change its advertising technology?

Babylist determined that its existing in-house tools were insufficient to support its continued growth and desired improvements to its advertising capabilities.

What does Koddi’s technology offer to advertisers on Babylist?

Koddi’s platform provides advertisers with greater flexibility in buying onsite ads, along with technology designed to improve ad pacing, forecasting, attribution, and revenue optimization.

Are there plans to expand the advertising partnership between Babylist and Koddi?

The partnership currently focuses on onsite ads, but could potentially expand to include off-site ads and self-service buying capabilities in the future.

How might changes to advertising platforms impact the user experience for expecting parents using Babylist?

Babylist Taps Koddi to Revamp Ad Business & Reach Parents | Adweek