Topsort partners with CDON Group on retail media

The partnership reflects a shift among marketplaces toward commerce media systems designed around shopping experiences, where advertising, product discovery and monetization can operate together

Topsort has partnered with CDON Group to power marketplace-native retail media across the Nordic ecommerce company’s ecosystem, giving CDON Group infrastructure for sponsored product advertising that integrates with its marketplace operations.

CDON Group, one of the largest online marketplaces in the Nordic region, selected Topsort’s API-first infrastructure instead of building its retail media operations on legacy advertising technology.

Topsort brings marketplace-focused infrastructure

Traditional retail media systems were not designed for the operational demands of marketplace commerce, where seller ecosystems, product catalogs and monetization strategies change continuously. CDON Group said it sought infrastructure that could adapt to these dynamics while remaining closely connected to the customer experience.

The partnership allows CDON Group to deploy scalable sponsored product advertising with flexibility and native integration across its marketplace environment. The approach is intended to avoid the complexity associated with adapting legacy advertising systems to marketplace operations.

CDON Group focuses on scalable retail media

Peter Quick, Retail Media Manager, CDON Group: "From the beginning, we knew we didn’t want to build retail media on top of legacy ad tech that wasn’t designed for marketplaces. We needed a solution that could integrate quickly, stay closely connected to our shopping experience, and scale alongside our business over time. With Topsort, we’ve been able to build a retail media foundation that feels native to how our marketplace operates, without inheriting unnecessary complexity."

CDON Group connects consumers and merchants across multiple categories throughout the Nordic region. Its marketplace model creates an environment where shopper relevance and seller performance are closely linked to growth.

Topsort sees shift toward API-first commerce media

Regina Ye, CEO, Topsort: "This partnership reflects a broader shift happening across marketplace commerce. Many marketplaces are realizing that legacy advertising infrastructure creates unnecessary friction when applied to marketplace ecosystems. What makes CDON Group particularly interesting is their focus on building commerce media in a way that feels native to the shopping experience from day one. They prioritized flexibility, scalability, and operational simplicity, which is exactly where we believe the market is heading."

For Topsort, the partnership supports its view that commerce media infrastructure is moving beyond traditional retail media models toward modular, API-first systems. These systems are designed for marketplaces, ecommerce platforms and other commerce environments where relevance, scalability and integration speed are key considerations.

www.topsort.com

www.cdon.com

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