ZetaDisplay announced that it has acquired retailmediatools, a retail media infrastructure-as-a-service platform, aiming to extend its position as the full-service provider for digital signage and retail media. The company said that this acquisition creates the first fully integrated retailer-owned media ecosystem.

The acquisition combines ZetaDisplay’s experience of managing the infrastructure for over 125,000 digital screens with retailmediatools’ modular, API-first platform. The company said that this serves to create a complete retail media stack for ad serving, campaign management, first-party audience building and in-store execution.

retailmediatools was founded in Berlin in 2021 and aims to enable retailers to build, operate and scale their own retail media businesses while retaining ownership of their data, advertiser relationships and media business. The platform is designed around a Microservices-based, API-first, Cloud Native SaaS and Headless (MACH) architecture, allowing retailers to deploy individual modules or a complete end-to-end solution.

ZetaDisplay said that the combined proposition unites online advertising with in-store execution in an effort to enable brands to connect with customers from mobile and ecommerce to the point of purchase.

“Our customers have always told us that the hardest part of scaling a retail media business is the fragmentation of the technology stack. Hardware, campaign management, content, audience data and commercial performance have traditionally sat in separate systems, making retail media unnecessarily complex,” said Barry Clogan, CEO of retailmediatools.”ZetaDisplay has spent more than twenty years solving the operational challenges of delivering digital experiences at enterprise scale. Bringing our platform together with that infrastructure creates a genuinely complete retail media operation.”

retailmediatools is set to continue operation under its existing brand and product identity in an effort to prevent disruption to current commitments.

“We aren’t just acquiring technology, we are accelerating a commercial transformation. Retail media represents one of the greatest opportunities for physical retailers to transform existing assets into high-margin, scalable revenue streams. As the market evolves, retailers need solutions that allow them to own their data, their advertiser  relationships and their media business,” said Daniel Nergård, CEO of ZetaDisplay. “By bringing together ZetaDisplay’s digital signage expertise with retailmediatools’ retail media orchestration platform, we are creating a new standard for connected retail ecosystems. Together we can help retailers build, operate and monetize world-class retail media networks that connect online and in-store experiences while delivering measurable commercial value.”