Observed Signal · Jul 14, 2026 · Industry Commentary · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Retail Media Tech Ready; Market Must Deliver
In a MEEDIA interview Daniel Siegmund (One Tech Group) and David von Hilchen (StackAdapt) say retail media infrastructure in Germany is largely in place but the market now needs to supply measurement, data and smarter campaigns to unlock growth. They claim ~95% of in-store screens in Germany are programmatically bookable via One Tech Group's SSP1 and argue the next stage requires reliable proof of advertising effectiveness, better first‑party data, dynamic creatives and the use of AI agents to aid media planning and campaign optimization. They also expect auction-based buying to grow, see space for independent omnichannel DSPs alongside large platform players, and call for collaborative proof‑of‑concept testing by retailers, tech vendors and advertisers.
Highlights that programmatic infrastructure and DOOH inventory in Germany are largely enabled (~95% programmatic in-store screens) and discusses measurement, AI agents and DSP dynamics—moderately important operational and strategic signals for AdTech/retail media practitioners.
Key Takeaways & Evidence Grounding
- About 95% of in-store screens in Germany can now be booked programmatically via the One Tech Group's SSP1, according to the interview.
- Daniel Siegmund is Founder and Managing Director of One Tech Group GmbH, a company focused on DOOH and retail technology solutions.
- David von Hilchen is Director Sales DACH and Country Lead at StackAdapt and is quoted saying StackAdapt is the second-largest independent DSP worldwide and the fastest-growing.
- Interviewees identify needs for reliable measurement, stronger first‑party data, dynamic creative optimization and AI-driven optimisation as prerequisites for further Retail Media growth.
Connected Companies & Entities
8 Entities mappedBVDW
German digital economy trade association with training, certification and events.
“We try to advance this knowledge transfer within the BVDW so problems can be identified together and solutions developed....”
Meta
Consumer internet platforms monetised through advertising, apps, subscriptions and VR.
“The interview cautions that greater transparency should not automatically lead to Meta placements being viewed as the best solution in every...”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“Between Amazon and The Trade Desk there have recently been some public disputes, the interview notes....”
StackAdapt
Omnichannel DSP for programmatic advertising, email, data activation, and measurement.
“David von Hilchen is Director Sales DACH and Country Lead at StackAdapt; StackAdapt is described as today the second-largest independent DSP...”
DOUGLAS Group
European beauty retailer combining omnichannel commerce with retail media.
“I can say: select all Rewe and Douglas branches in North Rhine-Westphalia and Hesse and serve different creatives in inner-city locations th...”
One Tech Group
AdTech stack for DOOH, OOH, radio and print publishers.
“Approximately 95 percent of all in-store screens in Germany can now be booked programmatically via the SSP1 of the One Tech Group....”
REWE Group
German retail group spanning grocery, logistics and travel operations.
“I can say: select all Rewe and Douglas branches in North Rhine-Westphalia and Hesse and serve different creatives in inner-city locations th...”
The Trade Desk
Independent DSP for omnichannel programmatic advertising on the open internet.
“Between Amazon and The Trade Desk there have recently been some public disputes, the interview notes....”
Ontology Mapping & Concepts
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