Adtech firm Kevel secured $23 million in Series C funding to assist retailers in establishing and managing their advertising businesses, competing with industry leaders like Criteo and Epsilon. Their software, utilized by companies such as Klarna and Delivery Hero, offers tools for selling search ads, providing ad servers, audience data access, and a retail media cloud. With plans to focus investments on sales and marketing, Kevel aims to capitalize on the surging retail media market. They differentiate themselves by offering lower monthly fees and are working with the Interactive Advertising Bureau to develop advertising standards across retailers. As retail media continues to grow, Kevel prime focus remains on onsite advertising formats. The funding round was led by Fulcrum Equity Partners, raising Kevel’s total to $40 million. The company plans to utilize the investment for scaling its sales and marketing efforts.