Baby registry site Babylist is revamping its advertising business that allows marketers to reach parents.
The company has selected commerce media platform Koddi to power a new version of its ad business, ADWEEK can exclusively reveal. Babylist had been using in-house tech tools to sell ad products on its website since 2019. The platform made more than $500 million in revenue in 2024, and sees over a billion impressions annually.
Koddi’s tech gives advertisers more flexibility in buying onsite ads on Babylist. Koddi’s pitch includes technology that improves pacing, forecasting, attribution, and revenue optimization for brands, the companies said. Koddi also powers ad platforms for Gopuff, Kohl’s, and travel companies. Koddi competes against retail media firms like Criteo, Pentaleep, and Topsort.
“For us to continue to grow, we needed to build an infrastructure that would do what we’re doing today, better,” said Liz Primm, svp, strategic partnerships and business development at Babylist.
“[That means] pulling all of that work—front-end experience, product work, tech work, and reporting work—into one system, but also give us optionality for other strategic future changes to our ad products and ad experience,” she explained.
Babylist put out a request for proposals in June 2025. After awarding the business to Koddi, onsite ad buying services switched to the commerce media company’s platform prior to the 2025 holiday season. While currently only focused on onsite ads, the partnership could expand to include off-site ads and self-service buying capabilities in the future.
Babylist has become “the go-to source and trusted platform for expecting parents and their families,” Eric Brackmann, vp of commerce media at Koddi, told ADWEEK. “That’s an audience that is attractive to a number of different advertisers across the spectrum, both retail and adjacent services and products. They’ve got something that’s really, truly differentiated here.”
Currently, most of Babylist’s about 100 annual advertisers are endemic to its platform, meaning that they sell products that people put on their baby registries. But Babylist also has non-endemic advertisers looking to target expecting parents, including New York Life, Shipt, and HelloFresh, Primm said.
