SMG
SMG is a London-based commerce media company that builds and operates retail media networks for enterprise retailers and platforms, enabling in-store and off-site programmatic advertising through strategic partnerships and proprietary benchmarking frameworks.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What SMG does
SMG is a London-based commerce media company that partners with retailers and consumer platforms to build, launch, and operate retail media networks, with a particular focus on physical-store and in-venue environments where the majority of retail transactions occur. Its core offering combines a unified programmatic ecosystem spanning in-store digital screens, audio channels, and off-site campaigns with operational and strategic expertise that enables retailers to monetize captive audiences and first-party data. Flagship deployments include the WHSmith North America Media Network across 347+ travel retail locations in airports, rail stations, and resorts (reaching approximately 3 million daily travelers via 700+ digital endpoints) and a partnership with Deliveroo to extend retail media into food delivery commerce.
The company also produces proprietary research — most notably the Commerce Media Network Maturity Index (launched March 2026) — that benchmarks global commerce media networks across dimensions including offsite orchestration, in-store automation, creative effectiveness, and AI-enabled insight activation, positioning SMG as a category authority. Revenue is generated through managed services for network build-and-operate engagements and professional services/advisory work on commerce media strategy and differentiation. Its go-to-market is enterprise-led, anchored on executive-level relationships with major retailers, and amplified through industry conference participation (Shoptalk, The Drum, CES) and earned media in ADWEEK and trade press. The company employs 101-250 people, has been operating since 2016, and currently operates in North America (US, Canada) and China via a CES media partnership.
SMG firmographics
Firmographics- Name
- SMG
- Website
- https://smg.team
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SMG is a London-based commerce media company that builds and operates retail media networks for enterprise retailers and platforms, enabling in-store and off-site programmatic advertising through strategic partnerships and proprietary benchmarking frameworks.
- Ownership category
- akta.pro rank
SMG industry classification
Industry- Product category
- Retail Media Technology
- NAICS
- Media Buying Agencies (541830), Media Representatives (541840)
- akta.pro primary industry
- Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD)
- akta.pro secondary industry
- Festival & Live Entertainment Brand Partnerships (MPAAAGAF)
Keywords
Where SMG is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
SMG business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Retail Media Network Partnership Services: SMG partners with retailers to build, launch, and operate retail media networks. Revenue is generated through strategic partnerships where SMG provides technology infrastructure, operational expertise, and network management capabilities to enable brands to advertise across physical retail environments.
- Retail Media Consulting and Advisory: SMG provides strategic guidance to retailers on commerce media network development, differentiation strategies, and measurement frameworks, helping them transition from scale-based competition to differentiated value propositions.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
SMG product offering
Product offeringCore offering
SMG partners with retailers to build, launch, and operate retail media networks, providing technology infrastructure, operational expertise, and network management capabilities that enable brands to advertise across physical retail environments. The company combines in-store digital screens and audio channels with off-site campaigns in a unified programmatic ecosystem, leveraging its proprietary Commerce Media Network Maturity Index framework to assess and accelerate network development for partners like WHSmith North America and Deliveroo.
Product overview
SMG provides retail media network solutions and industry research. The company's primary offering identified in the sources is the Commerce Media Network Maturity Index, a benchmarking framework for assessing and accelerating retail/commerce media network development. SMG also enables partner networks such as the WHSmith North America Media Network through partnerships, combining in-store and off-site campaigns with data-driven insights to connect advertisers with travelers.
Differentiator
Problem solved
Functional benefit
Products and services
- Commerce Media Network Maturity Index A proprietary benchmarking framework designed to assess, benchmark, and accelerate the development of retail and commerce media networks globally. It evaluates networks across dimensions including offsite orchestration, in-store automation, creative effectiveness, and AI-enabled insight activation.
- Retail Media Network Partnership Services
Quantifiable outcome
- Networks operating at mid-market level (58%) can advance to mature capabilities with proper framework implementation
- +1 more outcomes
Companies that use SMG
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
SMG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SMG partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, minor and core.
- In-Store Marketplace (ISM)flagshipIn-Store Marketplace partnered with WHSmith North America Media Network (enabled by SMG) to launch a retail media network across 350+ U.S. airport stores. The network combines approximately 700 digital screens and audio channels in a unified programmatic ecosystem, with early adopters including Frito-Lay and Bose activating campaigns. ISM provides the programmatic infrastructure while SMG provides operational expertise.
- Attencity MarketingminorAttencity Marketing and SMG (as CES's exclusive China media partner) co-presented the CES Speed Award for Global Branding at CES 2026 in Las Vegas. This is a co-marketing relationship for event execution rather than a commercial partnership.
- DeliveroocoreDeliveroo expanded into retail media through a partnership with SMG, leveraging SMG's expertise in building and operating retail media networks. This partnership enables Deliveroo to monetize its platform through advertising while providing brands access to food delivery audiences.
- WHSmith North AmericacoreSMG partnered with WHSmith North America to launch the first travel-focused retail media network in North America. The network spans 347+ locations at airports, rail stations, and resorts across the US and Canada, combining in-store and off-site campaigns with data-driven insights. The partnership aims to connect advertisers with approximately 3 million daily business and leisure travelers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
SMG competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SMG social profiles
Digital presenceSMG financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMG leadership team
Management profileNumber of profiles
Profiles2 records
SMG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMG 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 SMG
What does SMG do?
SMG partners with retailers to build, launch, and operate retail media networks, providing technology infrastructure, operational expertise, and network management capabilities that enable brands to advertise across physical retail environments. The company combines in-store digital screens and audio channels with off-site campaigns in a unified programmatic ecosystem, leveraging its proprietary Commerce Media Network Maturity Index framework to assess and accelerate network development for partners like WHSmith North America and Deliveroo.
Is SMG a public or private company?
SMG is a private company. It is classified as unknown and is currently operating.
When was SMG founded?
SMG was founded in 2016. It employs 101 to 250 people.
Where is SMG based?
SMG is headquartered in London, United Kingdom, in the Europe region.
How does SMG make money?
Two revenue lines are on record. Retail Media Network Partnership Services are the primary driver. The others are retail Media Consulting and Advisory.
Does SMG have an API?
No public API is recorded for SMG.
What industry is SMG in?
SMG's product category is Retail Media Technology. Its primary akta.pro industry code is BPAFACAD, Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.), with a secondary code of MPAAAGAF, Festival & Live Entertainment Brand Partnerships. Its NAICS code is 541830.