retailmediatools
retailmediatools is a Berlin-based, remote-first B2B SaaS company that provides modular, API-first retail media infrastructure enabling European retailers to run sponsored product, display, and promotional ad campaigns across e-commerce, mobile, and in-store channels.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What retailmediatools does
retailmediatools GmbH is a Berlin-headquartered, remote-first B2B SaaS provider founded in 2021 that operates a Retail Media Infrastructure-as-a-Service platform. The company sells to retailers — ranging from e-commerce and omnichannel operators to quick-commerce, grocery, and specialty retail — enabling them to monetize digital touchpoints (online shops, mobile apps, in-store screens, offsites) through sponsored products, display/native ads, promotions, and discounts. Named customers include ROSSMANN, Fressnapf/Maxi Zoo, Flink, Thalia, Idealo, Bol.com, Ocado Retail, and Schwarz Media Platform, with ROSSMANN publicly cited as having built a profitable retail media business within six months of deployment.
The platform is built on MACH principles (Microservices, API-first, Cloud Native SaaS, Headless) and is delivered as a composable set of modules — Ad Serving, (Self-service) Campaign Management, Reporting, Audience Building, and Campaign Scheduler — that retailers can adopt individually or as a full end-to-end solution. White-label self-service UI, cookieless first-party-data audience building with control group support, real-time bidding, and modular APIs are highlighted as core technical differentiators, targeting retailers that need flexible, privacy-compliant alternatives to legacy retail media builds.
Commercially, retailmediatools operates a sales-led GTM with enterprise and mid-market focus, supplemented by API-first self-service onboarding. Revenue is generated through annual SaaS subscriptions (quote-based, not publicly disclosed) and transaction fees from auction-based bidding. The company is privately held with no disclosed funding rounds or external investors, was led by founder Magnus Aufschild until Barry Clogan was appointed CEO in May 2025, and is currently investing in enterprise sales and GTM scaling based on active job postings.
retailmediatools firmographics
Firmographics- Name
- retailmediatools
- Legal name
- retailmediatools GmbH
- Website
- https://retailmediatools.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- retailmediatools is a Berlin-based, remote-first B2B SaaS company that provides modular, API-first retail media infrastructure enabling European retailers to run sponsored product, display, and promotional ad campaigns across e-commerce, mobile, and in-store channels.
- Ownership category
- akta.pro rank
retailmediatools industry classification
Industry- Product category
- Retail Media Technology
- NAICS
- Retail Trade (44-45)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Retail Media Networks & Commerce Advertising (BPAMALAL)
Keywords
Where retailmediatools is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
retailmediatools business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Retail Media Infrastructure as a Service delivered via subscription model. Modular platform allows retailers to use full end-to-end solution or specific modules. Revenue derived from platform licensing and usage fees.
- Auction/Bidding System: Automated auction-based bidding system where demand sets fair value. Suppliers bid to appear at top, highlighted, discounted or with promotional graphics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on modules and usage |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
retailmediatools product offering
Product offeringCore offering
retailmediatools provides a modular, API-first Retail Media Infrastructure-as-a-Service platform built on MACH principles (Microservices, API-first, Cloud-native SaaS, Headless). It enables retailers to operate retail media businesses across e-commerce, mobile apps, in-store screens and offsite channels, supporting Sponsored Products, Display/Native Ads, Coupons/Discounts, Campaign Management, Audience Building, Reporting and Auction-based bidding.
Product overview
retailmediatools provides a Retail Media Infrastructure-as-a-Service platform with a modular, API-first architecture built on MACH principles. The core Retail Media Platform enables retailers to run various use cases across digital channels including eCommerce, mobile apps, in-store screens, and offsites. The platform comprises six integrated modules: Ad Serving (proprietary ad delivery with advanced targeting and real-time bidding), (Self-service) Campaign Management (white-label campaign creation tool), Reporting (comprehensive KPIs and analytics), Audience Building (first-party data-based targeting), and Campaign Scheduler (multi-channel orchestration). Retailers can use the full end-to-end solution or select specific modules to meet their needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Retail Media Platform
- Ad Serving
- Self-Service Campaign Management
- Reporting
- Audience Building
- Campaign Scheduler
Quantifiable outcome
- ROSSMANN built profitable retail media business within 6 months
- +1 more outcomes
Companies that use retailmediatools
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
retailmediatools technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
retailmediatools partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Think BlueminorThink Blue partnered with retailmediaIQ to co-host a four-part Health & Wellness webinar series. First session features NielsenIQ VP Sherry Frey presenting exclusive data on private-brand wellness performance, with participation from PLMA and FMI.
- retailmediaIQminorCo-organized four-part Health & Wellness webinar series with Think Blue, featuring NielsenIQ VP Sherry Frey and representatives from PLMA and FMI.
- Private Label Manufacturers Association (PLMA)minorIndustry association participating as speaker in Health & Wellness webinar series exploring private-label health and wellness product performance.
- FMIminorIndustry organization participating as speaker in Health & Wellness webinar series on private-brand wellness performance.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
retailmediatools competitors and assessment
Company assessmentBroad incumbents
- Perion Network: Multi-vertical ad-tech company with a growing retail-media and commerce advertising portfolio (including Hivestack for DOOH). Competes broadly in the same commerce-media wallet as retailmediatools.
- Criteo: Global commerce-media company with a dedicated Retail Media Platform (formerly including Anonymized) used by major retailers and marketplaces. Competes head-to-head on enterprise retail-media RFPs and brings far larger scale and demand-side capabilities.
- The Trade Desk: Independent demand-side platform increasingly used by retailers and their agency partners to buy retail-media inventory. Not a direct head-to-head on the supply-side ad server, but competes for the same retail-media ad budgets and strategic mindshare.
- Pubmatic: Public ad-tech company that has expanded its commerce-media stack (formerly known as Pubmatic's commerce media solutions) to help retailers monetize their digital properties, overlapping with retailmediatools' ad-serving and reporting modules.
- Adform: European-headquartered full-stack ad-tech platform (DSP, DMP, creative, ad serving) with retail-media ambitions. Competes for the same enterprise retail-media stack RFPs, particularly with DACH and Nordic retailers.
Emerging players
- Mirakl: Marketplace and dropship platform that increasingly bundles monetization and advertising features (Mirakl Ads). Adjacent competitor for retailers deciding between a marketplace-led stack and a dedicated retail-media infrastructure like retailmediatools'.
- Celtra: Creative ad-tech platform for dynamic, data-driven ad creation, with growing retail-media exposure. Overlaps with retailmediatools' campaign-management and creative-handling capabilities, especially for personalized offers and dynamic ad formats.
Direct peers
- Anonymized: Swedish-built retail media technology vendor (now part of Criteo) that pioneered many of the API-first, white-label self-service capabilities retailmediatools also markets. Direct conceptual and competitive analog for European retailers comparing infrastructure vendors.
- Kevel: Custom ad-serving and retail media infrastructure platform that lets retailers build their own on-site ad platforms via APIs. Closest functional analog to retailmediatools' API-first, white-label ad-serving and campaign-management stack.
- CitrusAd: Retail media platform (now part of Publicis Commerce) powering sponsored products and display on retailer sites across Europe, the US, and APAC. Direct competitor for the same European retail-media RFPs retailmediatools is winning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
retailmediatools social profiles
Digital presenceretailmediatools financial estimates
Financial estimateRevenue estimate
Valuation estimate
retailmediatools leadership team
Management profileNumber of profiles
Profiles2 records
retailmediatools funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
retailmediatools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about retailmediatools
What does retailmediatools do?
retailmediatools provides a modular, API-first Retail Media Infrastructure-as-a-Service platform built on MACH principles (Microservices, API-first, Cloud-native SaaS, Headless). It enables retailers to operate retail media businesses across e-commerce, mobile apps, in-store screens and offsite channels, supporting Sponsored Products, Display/Native Ads, Coupons/Discounts, Campaign Management, Audience Building, Reporting and Auction-based bidding.
Is retailmediatools a public or private company?
retailmediatools is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was retailmediatools founded?
retailmediatools was founded in 2021. It employs 11 to 50 people.
Where is retailmediatools based?
retailmediatools is headquartered in Berlin, Germany, in the Europe region.
How does retailmediatools make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are auction/Bidding System.
Who are retailmediatools's main competitors?
Broad incumbents on record are Perion Network, Criteo, The Trade Desk, Pubmatic and Adform. Emerging players are Mirakl and Celtra. Direct peers are Anonymized, Kevel and CitrusAd.
Does retailmediatools have an API?
Yes. retailmediatools offers an API-first retail media platform. The API documentation page states that developers should contact [email protected] to get access to API documentation. The platform is built on MACH principles (Microservices-based, API-first, Cloud Native SaaS and Headless) and supports modular API infrastructure for seamless integration and flexibility. Developer documentation is at www.retailmediatools.com/docs.
What industry is retailmediatools in?
retailmediatools's product category is Retail Media Technology. Its primary akta.pro industry code is BPAMALAL, Retail Media Networks & Commerce Advertising. Its NAICS code is 44-45 and its SIC code is 5960.