Fressnapf Boosts Retail Media with Berlin AdTech Startup

Fressnapf Group, Europe’s largest omnichannel pet supplies retailer, is changing the tech foundation of its Retail Media activities by adopting Retailmediatools, a Berlin-based adtech startup. The platform provides centralized infrastructure to manage digital advertising spaces and is expected to eventually integrate in-store channels. The move aims to deliver data-driven, personalized campaigns while giving Fressnapf more control over data and revenue models, reducing reliance on external platforms. With 2,785 stores across 15 European countries and a rapidly growing online business, the retailer plans cross-channel ad serving and international scaling through the new infrastructure. Retailmediatools offers a modular system that can integrate with existing IT stacks, enabling merchants to monetize digital and physical ad spaces—webshops, apps, in-store screens, and even in-store devices like scanners. Brands will have a portal to plan, execute, and evaluate campaigns using first-party data. Felix Ladstätter, Head of Retail Media for Fressnapf and Maxi Zoo, called the solution flexible and retailer-led, aligning with the group’s platform strategy and franchise model.