Growing together – the Advertima partner network approach

Published, November 11, 2025

The ambition in sensorics for retail media to deliver as relevant in-store shopper data as in online channels requires a tight collaboration of partners that have so far worked in rather isolated silos. The partner approach is definitely new territory for all parties involved, where Advertima pushes collaboration across segments.

“Being an innovator in the industry and a first mover, we need to gather the partners, coordinate them, lead them to deliver concept and vision”, Iman Nahvi says, Co-Founder and CEO of Swiss sensorics provider Advertima.

The benefits

The benefits of working together more closely are plentiful. Retailers are fighting for every cent today. Retail media provides them with a high-margin revenue opportunity they can control. Agencies can now bridge the gap in data accuracy between online and in-store operations, serving their customers’ brands more effectively. Brands are always looking to optimize ad spending, and they prefer real-time data to become more accurate, targeting the right end consumer.

Additionally, tech vendors are becoming more competitive as their portfolios of solutions expand. “For example, we have worked together several times with the Digital Signage software of Grassfish. They have won multiple customers through us, because of their integration with us”, Nahvi mentions some highlights of ongoing collaboration. “Working together with us, an innovation leader opens new customer opportunities for all involved partners”, Nahvi summarizes.

Building the market

But shaping the industry by creating a new digital ecosystem for retail media takes time. It needs activities to increase awareness, to spread knowledge with the right target group and to find the right projects to get started. “We know there is a way to go, but we see the market maturing and we receive more and more requests asking for our solution”, Nahvi says.

“Currently, we have to build the market by going direct, but we have laid the foundation for a strong partner network that will multiply our sales efforts. We have proven that we can provide a sizeable in-store sales uplift which is an incentive for the entire partner ecosystem to grow it further”, Nahvi comments.

“We have started convincing the big players in supermarkets, hypermarkets, convenience stores as well as health & beauty chain to test our approach”, Nahvi adds. The category of the Walmart, Aldi, Lidl, Carrefour carry mega brands in their portfolio and are retail media pioneers. Often, these companies have a sizeable network exceeding 100 brick & mortar stores which creates a great opportunity for all partners of the eco-system. “The pie with such customers is big enough to generate a decent piece of revenue and profit for everybody”, Nahvi describes the benefits of working together in a strong partnership.

Partner ecosystem for sensorics in retail media

1. Advertima Audience AI: Delivers real-time in-store shopper audiences, privacy-by-design. Basis for segmentation, targeting and measurement. Lays an audience data layer over the entire ecosystem, via APIs.
2. Digital Signage CMS: Responsible for the playout of all content – both monetized campaigns (via Adtrac) and non-monetized content that is booked directly in the CMS.
3. In-store Campaign Orchestration Layer: Orchestrates all monetized campaigns in the store. Advertima often uses Adtrac.
4. DOOH SSPs: Link between orchestration layer and DSPs. Enables programmatic booking of customer inventory via various supply-side partners.
5. DOOH-enabled DSPs: Recommended DSPs to support the most relevant agencies programmatically buy their campaigns based on the audience and directly from their preferred platform.
6. Retail Media Platform : Audiences are planned in in the retail media platform, the orchestration layer can forward ad requests to retail media platform. This enables unified cross-channel retail media ad serving.
7. Clean Room: Enables offsite audiences to be detected and activated in-store in cooperation with Advertima. Offsite and in-store audiences are brought together. Unified omnichannel retail media buying is only possible in this way.
8. System Integrator (SI): Ensures end-to-end implementation and interoperability across the entire ecosystem. SI’s coordinate hardware deployment, software integration, and data flow alignment to enable scalable, enterprise-grade rollouts and long-term operational stability.

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