Artificial intelligence (AI) and auction-based retail media infrastructure company Topsort has been selected by Coles Group to transform and scale its digital retail media business Coles 360.

The partnership will help create more automated workflows and a better overall experience for suppliers and brand partners by equipping Coles 360 with a full-stack, outcome-based advertising platform.

Topsort’s platform is designed to power ad delivery across key digital placements, including search, catalogue category, and homepage. The new platform reflects Coles 360’s commitment to operational efficiency, data-driven performance, and long-term retail media growth.

“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.” 

Transformation plans

Coles 360 is implementing Topsort’s full-stack platform to:

• Scale ad delivery: The new platform enables efficient scaling of ad formats across Coles’ digital surfaces, allowing for more consistent, outcome-based advertising that aligns with brand partners’ performance objectives. Each ad format has its own delivery mechanism, driven by transformative future forward technology that blends business logic and auctions.
• Increase visibility across placements: Topsort’s infrastructure provides Coles 360 with greater transparency and control over ad inventory across multiple placements, including search, catalogue category , and homepage, enhancing strategic planning and monetisation opportunities.
• Improve return on investment through advanced targeting: By leveraging advanced audience segmentation and real-time reporting tools, the new technology enhances the relevance and impact of ad delivery, helping brand partners achieve stronger outcomes from their retail media spend.
• Reduce manual processes in campaign execution: The integration of a full-stack solution significantly reduces the need for manual workflows in campaign setup, trafficking, and optimisation, streamlining operations and freeing up internal resources for higher-value strategic work.
• Drive improved relevancy for Coles shoppers: Coles shoppers will benefit from more personalised and relevant advertising, as the platform leverages modelling to determine the most relevant audiences.

About Topsort

Topsort is a Silicon-Valley headquarted and globally leading AI-native advertising infrastructure company in retail media, commerce media, and programmatic ad infrastructure, working with top retailers and brands worldwide such as Coles 360, Woolworths, DoorDash, Just Eat Takeaway.com, and LG.

“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, CEO and co-founder of Topsort. 

“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,” she added.