What Cyreen does

Cyreen GmbH is a Frankfurt am Main–based retail media technology company founded in 2017 that builds the C.A.P. (Connecting Ad-Impressions with Purchase) platform — a patent-protected system linking in-store advertising exposure to individual purchase receipts at point of sale. The technology combines IoT sensors embedded in shopping carts, intelligent in-store screens, and directional speaker corridors to deliver targeted audiovisual advertising at the shelf while capturing anonymized, GDPR-compliant exposure data. The proprietary C.A.P. Explorer dashboard provides real-time campaign management, impressions tracking, and retail analytics including foot-traffic heatmaps, cart usage rates, and shrinkage monitoring.

The company's customer base spans two primary segments: FMCG brands and manufacturers (Coca-Cola, Nestlé, Ferrero, Barilla, Henkel, Warsteiner, Zentis and 100+ others) seeking measurable ROI on offline advertising, and brick-and-mortar grocery retailers (REWE Group, Netto, Globus, Bünting) seeking to monetize store traffic through a new owned media channel. Cyreen generates revenue primarily through impression-based advertising bookings on its C.A.P. screens, complemented by retail analytics services, hardware/software licensing to retailers, and 15% agency commissions on qualifying media buys. Pricing is quote-based with volume discounts calculated annually.

Distribution is anchored by a direct enterprise sales motion supplemented by strategic channel partnerships — most notably RTG Media, which aggregates multiple German retail chains into a cross-retailer in-store media network, and Expresso/OneTech Group for smart-cart sensor integration. The company was co-founded in Wiesbaden, is led by a four-person CXO team (Benedict Boos, Ciril Hofmann, Davide Scheidegger, Werner Schubert) with approximately 20 staff and eight senior advisors, and has been funded by BMH and business angels (2022), EU Horizon 2020 and LOEWE grants (2021–2023), and a 2025 round with butterfly & elephant.

Name

Cyreen

Legal name

Cyreen GmbH

Website

https://cyreen.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cyreen is a German retail media technology company that operates the patent-protected C.A.P. platform, linking in-store advertising impressions to individual purchase receipts via IoT-enabled shopping carts and PoS screens for FMCG advertisers and grocery retailers.

Ownership category

akta.pro rank

Product category

Retail Media Technology

NAICS

Advertising Agencies (541810)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Mobile App Stores & Marketplaces (BPAMADAA)

akta.pro secondary industry

Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)

Keywords

• Retail media technology
• In-store advertising
• Purchase attribution
• Offline ad measurement
• FMCG brand analytics

Headquarters

HQ city

Mainz-kastel

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Retail Media Advertising: Cyreen operates an in-store retail media network, brokering advertising space on C.A.P. screens to FMCG brands. Pricing follows a booking model based on contacts (impressions) with campaign reporting included in the base price. Additional production costs are billed separately to advertisers.
2. Retail Analytics Services: Provides data analytics services to retailers including store performance benchmarking, cart fleet management, and shopper behavior insights. Offered as a complementary service to retailers participating in the C.A.P. network.
3. Hardware and Software Licensing: Delivers customized end-to-end solutions including C.A.P. screens, sensor technology, and software platforms to retailers as a plug-and-play solution.
4. Agency Commission: Advertising agencies or intermediaries receive 15% commission on net invoice amounts (excluding VAT, after discounts but before skonto) when they can demonstrate advisory services to clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Cyreen sells C.A.P. (Connecting Ad-Impressions with Purchase), a proprietary data-driven retail medium that links advertising exposure from intelligent in-store screens and IoT-equipped shopping carts to individual purchase receipts at checkout, enabling receipt-level offline campaign measurement for FMCG brands. The offering is delivered alongside In-Store Retail Media services (digital advertising on in-store media carriers) and Retail Analytics services that surface first-party shopper insights for advertisers and retailers.

Product overview

Cyreen offers C.A.P. (Connecting Ad-Impressions with Purchase) as its core proprietary retail media technology platform, which enables measurement and optimization of offline advertising effectiveness by linking advertising exposure to purchase data. The product portfolio includes C.A.P. Explorer as an analytics dashboard add-on for campaign management and retail insights, supplemented by Retail Analytics services for store performance analysis. In-Store Retail Media represents the core service offering enabling retailers to monetize physical store space through intelligent digital screens with measurable advertising performance.

Differentiator

Problem solved

Functional benefit

Brands

• C.A.P. (Connecting Ad-Impressions with Purchase): A patent-protected, data-driven retail medium technology that measures and analyzes consumer behavior in brick-and-mortar retail by linking advertising impressions to purchase data.

Products and services

• C.A.P. (Connecting Ad-Impressions with Purchase) Proprietary data-driven retail media technology that links anonymous advertising exposure from intelligent in-store screens and IoT-equipped shopping carts to individual purchase receipts at checkout, enabling 1:1 offline attribution for FMCG advertisers and retail-media monetization for grocery retailers.
• In-Store Retail Media Digital advertising solution that enables retailers to monetize physical store space through intelligent media carriers (C.A.P. screens) and enables FMCG advertisers to plan and book branded in-store campaigns across partner grocery chains.
• Retail Analytics Retail analytics service that generates insights from C.A.P. first-party data, delivering SKU-level, store-level and basket-level shopper intelligence for FMCG advertisers and grocery retailers.

Quantifiable outcome

• Conversion rates for products advertised on C.A.P. are 375% higher than non-advertised products (0.75% vs 0.20%)
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• RTG MediacoreStrategic or Co-development Partner · 1 September 2025Strategic partnership to launch Germany's first measurable and cross-retailer in-store retail media network. RTG Media aggregates multiple retail chains (Netto, Globus, Bünting) enabling brands to run unified campaigns with C.A.P. measurement across all participating stores.
• LAYA Media GroupminorChannel Partner/ Reseller/ DistributorMedia distribution partner for retail media network expansion and campaign deployment.
• Brand On FireminorChannel Partner/ Reseller/ DistributorMarketing and brand activation partner for retail media campaigns.
• Expresso (OneTech Group)coreTechnology or IntegrationPartnership for smart shopping cart technology integration. Expresso's intelligent shopping cart sensors complement C.A.P. screen technology for comprehensive in-store measurement.
• EL CARTEL MEDIAcoreChannel Partner/ Reseller/ DistributorPartnership enabling audiovisual advertising at PoS with immediate proof of effectiveness. Combined with TV campaigns for cross-media concepts.
• MediaplusminorStrategic or Co-development PartnerMedia planning partnership for study demonstrating intelligent targeted moving image campaigns at PoS effectiveness (Warsteiner case study).
• Prof. Dr. Dennis Herhausen (VU Amsterdam / University of St. Gallen)minorStrategic or Co-development PartnerAcademic board member and research co-author on peer-reviewed case studies (Journal of Marketing, Marketing Review St. Gallen) validating C.A.P. methodology.
• Prof. Dr. Sven Henkel (European Business School)minorStrategic or Co-development PartnerAcademic board member and research co-author on Barilla case study demonstrating C.A.P. impact on pesto sales.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Criteo: Criteo is a global commerce media platform serving retailers and brands with performance advertising, retargeting, and retail media capabilities. While primarily digital, it competes for the same FMCG retail-media budgets and increasingly extends to in-store formats.
• Tesco Media and Insight: Tesco Media and Insight operates Clubcard-powered retail media for Tesco and partners, with closed-loop measurement. As a large European grocer-led network, it competes for the same FMCG advertiser budgets that Cyreen targets.
• Sainsbury's Nectar360: Nectar360 is the retail media business of Sainsbury's, leveraging Nectar loyalty data and in-store touchpoints for CPG advertisers. It is a broad incumbent comparable to Cyreen's offline-measurement-led positioning.
• Publicis Epsilon: Epsilon, the data and retail media arm of Publicis, operates large-scale CPG-retailer data partnerships (e.g., Catalina historically) and shopper intelligence services. It is a broad incumbent addressing the same advertiser need for closed-loop offline-to-online measurement.
• Schwarz Media: Schwarz Media is the retail media arm of Schwarz Group (Lidl, Kaufland), monetizing in-store and digital inventory for CPG advertisers across Europe. It is a broad incumbent comparable to Cyreen's target customer ecosystem of European grocers.
• Carrefour Links: Carrefour Links is Carrefour's retail media network monetizing audiences and in-store inventory across multiple geographies. It is a broad European incumbent with similar advertiser and retailer dynamics to Cyreen.
• Ahold Delhaize Retail Media: Ahold Delhaize operates one of Europe's largest retailer-owned retail media networks across Albert Heijn, Delhaize, and other banners. As a European incumbent with proprietary data and advertising inventory, it represents both a competitor and a potential channel for Cyreen-style in-store attribution.

Direct peers

• Catalina: Catalina runs in-store shopper intelligence and digital media networks for CPG brands and retailers, with a focus on point-of-sale targeting and purchase-based measurement. It overlaps with Cyreen's C.A.P. value proposition of linking offline ads to receipt-level outcomes.
• Cooler Screens: Cooler Screens operates digital screens in physical retail with measurement capabilities, providing in-store retail media for CPG advertisers. It is the closest US analogue to Cyreen's C.A.P. screen-and-sensor model for measurable offline advertising.
• Neptune Retail Solutions: Neptune Retail Solutions (formerly Quotient Technology) is a digital retail media platform delivering targeted promotions, coupons, and measurement to advertisers and retailers. It is comparable to Cyreen in offering measurable in-store and digital retail media tied to actual purchase behavior.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cyreen
• Instagraminstagram.com/cyreen.de

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cyreen