MediaMarktSaturn Powers European In-Store Retail Media with One Tech Group
MediaMarktSaturn has announced a strategic collaboration with One Tech Group to integrate the latter’s retail media technology into its stores. This partnership enables programmatic booking of in-store advertising inventory, marking a phased rollout across key European markets. The move represents a significant development in the evolution of in-store retail media, enhancing how advertisers access and execute campaigns at the point of sale.
Strategic Launch and Programmatic Capabilities Across Europe
The initial implementation of the platform is underway in Germany and Spain, with plans to expand to Turkey and additional European countries. Through integration with SSP1, One Tech Group’s platform consolidates campaign management within a centralized Adserver. This setup facilitates programmatic marketing of MediaMarktSaturn’s in-store inventory. Additionally, the system works alongside MediaMarktSaturn’s in-house content management system, XPlace, creating a streamlined process for advertisers. The collaboration offers advertisers access to an extensive retail network combined with precise targeting capabilities directly at the point of sale, improving campaign effectiveness.
Leaders Affirm Value and Scalability
Boris Prondzinski, CEO of MediaMarktSaturn, explained the choice of One Tech Group was driven by their expertise and commitment to technical standards, yielding a scalable solution tailored for both brand awareness and performance-oriented campaigns. Daniel Siegmund, CEO of One Tech Group, highlighted the attractiveness of MediaMarktSaturn’s inventory and the advantage of combining programmatic with direct booking via a unified platform. He emphasized the transparency, scalability, and data-driven audience activation opportunities enabled for both endemic and non-endemic advertisers across the retail chain.
The Future: Data-Driven In-Store Media Evolution
Looking ahead, the partnership plans to integrate DMP1 technology to activate both first- and third-party data, further advancing campaign targeting precision. This evolution underlines a move toward sophisticated, data-driven in-store retail media, reflecting the broader trend of technology adoption within physical retail environments to maximize advertising impact.
