Advertima has partnered with One Tech Group, provider of a market-leading unified advertising platform for In-Store Retail Media and DOOH, to activate audience-based programmatic advertising across multiple Swiss In-store Retail Media Networks.
Ee are told that this integration will enable real-time audience targeting and programmatic buying through the platforms’ Supply-Side Platform SSP1, eventually across more than 1,000 digital screens in retail environments. The network includes, among others, retailers such as SPAR and TopCC, whose Retail Media touchpoints are marketed by Excom Media. Additional retailers are currently being onboarded.
Advertisers can now activate in-store shopper audiences programmatically, at scale and cross-network based on real-time, in-store audience data – bringing online-like performance media capabilities to physical retail stores.
Audience-based programmatic activation of course empowers campaigns to go beyond fixed time slots and static locations by selecting the right ads on the fly based on real-world shoppers present at each screen at any given moment. With Advertima’s 3D Computer Vision-powered Audience AI and SSP1’s seamless programmatic infrastructure, media buyers can activate in-store shoppers based on audience segments built on attributes such as gender, age, and group composition, combined with contextual and AI-predicted affinity attributes.
The Advertima Audience AI predicts shopper intent and affinities with high accuracy, enabling the creation of online-like audience segments in real-time. This allows intelligent campaign and creative decisions and optimization directly within the programmatic workflow. The entire network becomes fully addressable and measurable, using performance metrics similar to online channels.
“This partnership makes true audience-based buying in Swiss Retail Media a reality,” said Iman Nahvi, Co-Founder and CEO of Advertima. “A new technology can only be called a real innovation when it is adopted by the wider market. Together with One Tech Group and their SSP1 platform, we deployed, tested, and proved the value of this innovation in a country-wide rollout. Now, we’re in the process of replicating this to major international markets. It’s a huge leap forward for the Retail Media ecosystem globally.”
This innovation was first piloted in 2023 in the UK with one of the country’s major retailers. It launched in Switzerland in 2024 with a limited release across 300+ screens, initially made available to a select group of media buyers. The results in both markets were impressive, clearly validating the business case for audience-based programmatic activation: campaigns using audience-based targeting achieved more than 2.5x the sales uplift compared to traditional context-triggered playouts, while reducing the impressions needed to reach performance goals by 75%. Brands were also willing to pay CPMs up to 3x higher, a clear signal of the added value delivered by real-time, precision targeting.
“The collaboration with Advertima represents a further major milestone for Retail Media,” said Daniel Siegmund, Managing Director of One Tech Group. “Advertisers are increasingly seeking measurable impact and smarter targeting in physical environments. By integrating Advertima’s real-time audience data into our platform, we deliver exactly that – automated, audience-based activations that bridge the digital and physical worlds.”
One Tech Group is one of the leading independent technology companies and offers solutions in the areas of programmatic advertising and ad serving, data activation and inventory management. The company combines all technical solutions and products on a unified platform – geared towards digital out-of-home advertising (DOOH), in-store retail media, out-of-home (OoH) and audio. The integrated supply-side platform SSP1 enables seamless programmatic buying and selling of media inventories and provides direct access to the programmatic advertising market. With the products ADSERVER1, a central ad server to manage all media campaigns, DMP1, a data management solution for the use of 1st and 3rd party data, and NMS1, an integrated inventory and sales management solution, One Tech Group offers a unique advertising platform for publishers.
