Published, October 15, 2025
Introduction: The Retail Media Ecosystem Next Evolution
The Retail Media Ecosystem is evolving rapidly, and IAB Europe’s new Retail Media Ecosystem Map highlights the companies leading this transformation. As an established innovator in the In-store Retail Media space, we’re proud to be included in three influential and crucial categories:
- In-store RMN/CMN Ad Tech Provider
- Data Collaboration Tool
- Attribution and Measurement
This recognition is not just a classification; it validates the core of our technology and the value we bring to retailers, brands, and media agencies. In this blog post, we’ll explain why we belong in each category and how we’re shaping the future of omnichannel Retail Media.
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1. In-store RMN/CMN Ad Tech Provider: Real-Time Audience Activation at Scale
The Retail Media landscape is shifting from screen-based loops to audience-based performance media. At Advertima, we make that leap possible.
Our AI-powered Retail Media technology transforms traditional in-store screens into dynamic, real-time media assets. We enable:
- Real-time audience segmentation targeting based on visual and contextual attributes
- Direct and programmatic audience-based activation
- Unified cross-channel campaign orchestration
Our retail media technology powers over 1,200 retail locations and activated 500M+ shoppers in 2024. It integrates seamlessly with CMS, DSPs, SSPs, and Retail Media Platforms, turning physical stores into responsive, data-rich media environments.
Advertisers expect in-store to match the precision and measurability of online media. Advertima’s platform provides retailers and advertisers with the adtech technology that makes that possible.
2. Data Collaboration Tool: Unifying Online and In-store Audiences
For Retail Media to truly scale, retailers must bridge the gap between physical stores and online ecosystems. Advertima’s Audience AI creates a Human Data Layer, a real-time, privacy-compliant stream of in-store audience intelligence.
This data stream can be:
- Matched to online segments for unified audience activation
- Enriched with first-party retailer data (loyalty, POS, e-commerce)
- Activated across networks via clean room integrations
By predicting and mirroring online segments to in-store, Advertima gives retailers and advertisers a unified language for planning, targeting, and optimizing omnichannel campaigns.
Advertisers expect omnichannel consistency. Advertima’s retail technology enables in-store audiences to be addressable and measurable, just like online.
3. Attribution and Measurement: Setting the Standard for In-store Metrics
Advertima technology doesn’t just enable activation; it closes the Retail Media loop. Our full-funnel measurement suite delivers metrics that are aligned with IAB/MRC standards, including:
- Impressions & Qualified Views
- Audience Composition & View Time
- Sales Uplift (via POS and loyalty integrations)
- Closed-loop Attribution
From upper-funnel reach to lower-funnel conversion, we offer retailers and brands transparent, evidence-based performance reporting.
Advertima Audience AI has demonstrated measurable business impact: in case studies with SPAR, Carrefour, and others, we’ve driven up to 11.4% sales uplift, 4.7x audience relevance, and unlocked up to 77% additional inventory through more intelligent real-time targeting.
Measurement is the currency of Retail Media. We empower our partners with data to justify premium CPMs, prove ROI, and scale their media offerings.
A Technology Built for Retailers, Trusted by Brands
Advertima was founded with a clear mission: to bring the success factors of online Retail Media into physical stores. Over the past few years, we’ve developed an AI-native platform that is:
- Privacy-by-Design: Fully compliant with GDPR, with no biometric or facial recognition
- Edge-first: Real-time processing on-site for maximum responsiveness
- Retail-proven: Live across >1,200 store locations on 3 continents
Across APAC, EMEA, and LATAM, we enable retailers like Carrefour and SPAR to turn their stores into media channels and monetize in-store screens.
Closing Thoughts: Defining the Future Together
IAB Europe’s Retail Media Ecosystem Map will be the foundational standards guide for our industry. As a company actively shaping this industry, we’re not just participating, but setting the benchmark.
By unifying real-time audience data, cross-channel activation, and full-funnel measurement, Advertima is enabling the next frontier of retail media: in-store, which performs like online.
Let’s build it – together.
Want to learn more?
Contact our team to see how Advertima can power your Retail Media Network.
