What Technology Do You Need to Launch a Retail Media Network?

Core Technology Stack

1. Media Delivery Infrastructure

The physical hardware that plays ads in stores. For audio: networked media players connected to the store's speaker system. For visual: commercial-grade digital screens with media players. Cloud-managed devices allow remote content updates and scheduling.

2. Ad Server / Campaign Management

Software that manages ad scheduling, targeting, frequency capping, and delivery. This is the brain of the retail media network — it decides which ads play in which stores at which times. Options range from white-label platforms from providers like QSIC and Broadsign to custom-built solutions.

3. Measurement and Attribution

The system that connects ad exposure to purchase behavior. Requires integration with POS systems, loyalty programs, or both. Closed-loop attribution (tying an ad impression to a sale of the advertised product) is the key differentiator of retail media vs. traditional advertising.

4. Advertiser Portal

A self-serve or managed-service interface where advertisers can book campaigns, upload creative, set targeting, and view reporting. Self-serve portals are essential for scaling beyond a handful of managed advertisers.

Supporting Technology

Data Management Platform (DMP)

Aggregates and organizes shopper data from loyalty programs, POS, and other sources to enable audience targeting and measurement.

Programmatic Integration

SSP (supply-side platform) connections that allow in-store inventory to be purchased through programmatic DSPs. This opens inventory to a much larger pool of advertisers.

Content Moderation

Automated or manual review systems to ensure ad creative meets brand safety guidelines and retailer content policies.

Build vs. Buy

Building a full retail media technology stack internally costs $2-10M+ and takes 12-18 months. Partnering with an established provider can get a network live in 60-90 days with minimal upfront capital. Most retailers start with a partner and gradually bring capabilities in-house as revenue grows.