Advertima, a developer of in-store audience intelligence, has partnered with One Tech Group, which provides a unified advertising platform for in-store retail media and DOOH, to activate audience-based programmatic advertising across multiple Swiss in-store retail media networks.
Advertima says this integration will enable real-time audience targeting and programmatic buying through the Supply-Side Platform SSP1, which facilitates the sale of advertising space on behalf of publishers. Eventually, the partnership will roll out across more than 1,000 digital screens in retail environments in Switzerland.
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.
Advertima says 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 is designed to empower campaigns to go beyond fixed time slots and static locations by selecting the right ads on the fly based on shoppers present at each screen at any given moment.
The Advertima Audience AI is designed to predict shopper intent and affinities. The company says this allows intelligent campaign and creative decisions and optimisation directly within the programmatic workflow.
Iman Nahvi, co-founder and CEO of Advertima, said: “This partnership makes true audience-based buying in Swiss Retail Media a reality. 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.
Daniel Siegmund, managing director of One Tech Group, said: “The collaboration with Advertima represents a further major milestone for Retail Media. 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.”
