Parent-focused ecommerce and advertising are evolving rapidly, and Babylist is positioning itself at the forefront of this transformation. In 2025, the company partnered with commerce media platform Koddi to overhaul its advertising network, replacing the in-house systems it had relied on since 2019. The move comes after Babylist generated over $500 million in revenue in 2024 while delivering more than a billion annual impressions, highlighting the platform’s scale and audience reach.
Modernizing Advertising Infrastructure
Koddi’s platform introduces advanced capabilities for ad purchasing, including improved pacing, forecasting, attribution, and revenue optimization. These enhancements provide brands with greater flexibility and insight when deploying ads on Babylist, elevating the effectiveness of campaigns. The technology also underpins ad solutions for notable companies such as Gopuff and Kohl’s, positioning Babylist to compete with other retail media and commerce platforms including Criteo, Pentaleep, and Topsort.
Liz Primm, senior vice president of strategic partnerships and business development at Babylist, explained that the update consolidates front-end experiences, product functionality, technology, and reporting into a unified system. She emphasized that this approach provides room for ongoing strategic improvements to ad products, ensuring relevance and performance optimization.
Timely Implementation For Seasonal Demand
Babylist issued a request for proposals in June 2025 and ultimately selected Koddi to drive its advertising transformation. The migration to Koddi’s platform for onsite ad purchasing was completed in time for the 2025 holiday shopping season, a period critical for retail-focused advertisers. While initial efforts focus on onsite placements, Babylist has signaled potential expansion into off-site advertising and self-service buying options, allowing advertisers more autonomy and reach.
Targeting High-Value Parent Audiences
The Babylist network primarily serves advertisers endemic to its platform, featuring products found on baby registries. Non-endemic advertisers are also increasingly engaging this audience, including New York Life, Shipt, and HelloFresh. According to Eric Brackmann, vice president of commerce media at Koddi, Babylist’s parent demographic offers a compelling opportunity for brands across retail and service categories seeking measurable engagement.
Primm added that Koddi’s technology allows Babylist to transform previously static ad placements into more dynamic and user-relevant experiences. Improved relevance and personalization are expected to boost advertiser performance and contribute to overall business growth.
Industry Implications
The upgrade positions Babylist as a more competitive player in retail media, where targeted, high-intent audiences are increasingly valuable. By integrating advanced commerce media technology, the platform aligns itself with broader trends in programmatic and data-driven advertising. Retailers and service providers seeking to reach expecting parents now have access to a more flexible, measurable, and optimized platform.
Babylist’s partnership with Koddi reflects a strategic commitment to modernizing advertising infrastructure while maximizing revenue potential. With improved technology, enhanced targeting, and plans for expanded ad formats, the platform is well-positioned to drive stronger results for advertisers and maintain relevance in an increasingly competitive digital media landscape.