Observed Signal · Sep 14, 2026 · Partnership · Source: Meedia · Impact: 4/5 · Sentiment: Positive
One Tech Group and Cyreen Make In-Store Retail Media Programmatically Bookable
The One Tech Group and Cyreen have partnered to make in-store retail media programmatically bookable via One Tech Group's SSP1 platform. Cyreen's nationwide in-store screen network, comprising nearly 1,000 screens across food retail and beverage specialty stores, can now be purchased programmatically through a single access point. Cyreen also offers C.A.P. (Connecting Ad Impressions with Purchase), a technology that uses RFID to anonymously link screen ad exposure to actual purchases at the point of sale, enabling causal measurement of campaign effectiveness. This partnership expands access for agencies and advertisers, including non-endemic brands, to in-store inventory, with the RTG-Media network exclusively marketed by LAYA Group.
This marks a significant advancement in making in-store retail media programmatically accessible and measurable, potentially expanding the market and enabling causal proof of campaign effectiveness.
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Key Takeaways & Evidence Grounding
- One Tech Group and Cyreen integrate their in-store retail media offerings.
- Cyreen's in-store screen network is now programmatically bookable via One Tech Group's SSP1.
- Cyreen's C.A.P. technology connects ad impressions to purchases using RFID and checkout data.
- C.A.P. claims to have been tested in 237 campaigns with around 30 million analyzed customer journeys.
- Cyreen's network includes nearly 1,000 screens, backed by partners like the RTG-Media network and ProGetränke.
Connected Companies & Entities
“Cyreen's nationwide in-store screen network is now programmatically bookable via One Tech Group's SSP1.”
“The One Tech Group and Cyreen connect their offerings in the in-store retail media space.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instore Screens Return as Retail Media Evolves
An interview with Julian Plange of Seatback outlines the resurgence of in-store digital screens and the evolving business of retail media. Seatback, a decade-old technical provider for DOOH and digital signage, develops the AdPlacer CMS (since ~2015) to manage large, heterogeneous in-store networks and enable targeted, rule-based content playout. Retailers such as Rewe use the CMS; Philip Morris operates its own in-store ad network including tank station screens and digital payment trays. Seatback describes a hybrid reality where programmatic-like scheduling exists within private networks, full real-time bidding is rare, and retailers increasingly monetise inventory. Practical challenges include diverse screen formats, legal limits for categories like tobacco, and cautious adoption of kassendaten (checkout data) and generative AI for creative formatting.
Edeka In‑Store Retail Media Now Programmatically Accessible
A new cooperation called the Retail Media Alliance is consolidating in‑store advertising inventory around Edeka to make it centrally planable and bookable, including programmatic buying. Participants named are Inovisco Mobile Media, Viewento (and Verve Group), EMSU and DIGOOH Media. Inovisco will handle central commercialization while existing agency booking processes remain supported. The bundled offering covers touchpoints from store entrance to checkout plus couponing solutions and will integrate more than 3,300 locations and over 5,000 screens. Campaigns can be bought classically or programmatically and will be billed using standardized contact metrics, aiming to reduce fragmentation and operational complexity in supermarket retail media planning.
Cyreen und SanLucar machen Werbewirkung am PoS messbar
At the Deutscher Obst & Gemüse Kongress (DOGK) in Düsseldorf, Cyreen and SanLucar presented results from an in-store retail media campaign that brought digital measurement to physical retail. Utilizing intelligent sensors and camera technology in shopping carts, the partnership measured impressions and demonstrated a significant sales uplift. The campaign more than doubled SanLucar's overall conversion rate and created positive spillover effects across its broader product portfolio.
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