Retail Media One

What Retail Media One does

RetailMedia.One (operating as RM1) is an Amsterdam-based, founder-controlled retail media specialist founded in April 2023 by Marcel Vogels (formerly MeMo2) and Mark Stockx (formerly Amazon). The company operates a two-sided retail media platform: it holds exclusive media-rights partnerships with major Dutch physical-location retailers — Shell (220+ petrol stations, 2M+ weekly visits), SPAR Holding (450+ stores, 800+ digital screens, 100M annual shopper visits), Appèl (161 screens across 89 campuses), and Welkoop — and sells this aggregated inventory of 1,000+ locations and 2,000+ screens to brands and media agencies through direct enterprise sales and agency distribution channels. On top of this network, the company runs the RM1 Adtech campaign management platform (platform.retailmedia.one) for omni-channel campaign planning, execution, and optimization, and sells branded media formats such as Shell Station Takeovers, Shell Station Boosts, License Plate Recognition (LPR) targeting, SPAR university Takeovers/Boosts, and the RM1 GenerationZ education network.

The company's primary revenue streams are advertising sales (campaign and format-level media spend from brands and agencies across screens, audio, and in-app placements) and managed services tied to its proprietary measurement stack. Its AI-driven differentiator is NORM, an independent retail media intelligence platform that aggregates footfall, dwell time, and sales-attribution data from 100+ Dutch retailers to produce automated cross-media effectiveness reports and benchmarking within one minute; NORM is positioned as a potential Research-as-a-Service (RaaS) line. The company additionally generates professional services revenue through its Monetization team (led by associate partner Bart Asberg), advising retailers and high-traffic organizations on media and data monetization strategy. Geographic activity is centered in the Netherlands with stated expansion into EMEA and Canada. RetailMedia.One is a Dutch BV (Chamber of Commerce 90482522) headquartered at Assumburg 2a, 1081 GC Amsterdam, with a small team of 11-50 employees combining media, technology, and retail expertise.

Name

Retail Media One

Legal name

Retail Media One BV

Website

https://retailmedia.one

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

RetailMedia.One is an Amsterdam-based retail media specialist that monetizes exclusive media partnerships with Shell, SPAR Holding, Appèl, and Welkoop across 1,000+ locations and 2,000+ screens, selling brand and agency campaigns through its RM1 Adtech platform and NORM AI measurement stack.

Ownership category

akta.pro rank

Product category

Retail Media Advertising Technology

akta.pro primary industry

Retail Media Networks & Commerce Advertising (BPAMALAL)

akta.pro secondary industries

Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD), Retail Media & In-Store Media Networks (Onsite/Offsite Retail Media) (MPAAAJAD)

Keywords

• Retail media advertising
• Campaign management platform
• Retail media measurement
• In-store media networks
• Off-site advertising networks

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Retail Media Advertising: RetailMedia.One operates as an independent specialist and operator of retail media in the Netherlands and beyond. The company helps retailers monetize their media and data through exclusive medianetworks and impactful media formats. Revenue is generated from brands and media agencies purchasing access to retail media networks (Shell, SPAR, Appèl, Welkoop) across screens, audio, and in-app placements.
2. NORM Measurement Platform: NORM AI provides independent measurement and intelligence as a service for retail media campaigns, generating cross-media effectiveness reports, benchmarking, footfall analyses, and sales attribution for media agencies, brands, and retailers. Revenue derived from platform access and reporting services.
3. Campaign Management Platform (RM1): The RetailMedia.One Adtech platform integrates, streamlines and automates retail media campaign planning, execution and optimization. Sold as part of end-to-end service to brands and agencies.
4. Monetization Services: Strategy, transformation and leadership services — advising retailers and high-traffic organizations on media and data monetization strategies, including implementation support and sales empowerment.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

RetailMedia.One operates a retail media platform that combines an adtech campaign management tool (RM1) with the NORM AI-driven measurement platform and exclusive physical retail media networks across Shell petrol stations, SPAR convenience stores, SPAR university campuses, Appèl education canteens, and Welkoop. The company sells advertising and media services to brands, media agencies and retailers, and provides monetization consulting to retail partners.

Product overview

RetailMedia.One operates a platform-plus-networks model combining an Adtech campaign management platform with exclusive retail media networks. The core platform integrates, streamlines, and automates omni-channel retail media campaigns. This is paired with NORM, an AI-driven retail media intelligence platform providing automated measurement and cross-media effectiveness reporting. The company manages exclusive media networks including the RM1 Grab & Go Network (1,000+ stores), RM1 Mobility Media (500+ fuel/EV stations), RM1 Medical Media (43 hospitals), and RM1 GenerationZ Network (450-800 digital screens across education and festivals). Network partnerships include Shell (220+ locations with multi-touchpoint media), SPAR Holding (450+ stores, 800+ screens), SPAR University (15 campuses), and Appèl (161 screens across 89 campuses). Media formats include Takeovers, Boosters, individual touchpoints, License Plate Recognition, and programmatic capabilities. Services include campaign management, measurement, and monetization strategy.

Differentiator

Problem solved

Functional benefit

Brands

• NORM: AI-driven retail media intelligence platform providing independent measurement for retail media planning and campaign evaluation. NORM offers cross-media effectiveness reports, footfall analysis, sales attribution and category insights.
• GenerationZ Network
• Shell Station Takeover
• Shell Station Boost
• License Plate Recognition (LPR)

Products and services

• RM1 Adtech Platform Proprietary adtech platform that integrates, streamlines and automates complex omni-channel retail media campaigns, enabling effortless campaign planning, scheduling, delivery monitoring and creative management across all networks. Built for brands, media agencies and the RetailMedia.One team.
• NORM Retail Media Intelligence Platform AI-driven retail media intelligence platform providing independent measurement of reach, frequency, visit time, brand impact and sales attribution. Generates automated cross-media effectiveness reports, benchmarking and campaign insights within one minute.
• RM1 GenerationZ Network Gen Z branding platform spanning 450–800 digital screens across higher education centers (in-campus grab & go stores with videowalls), vocational education MBO/ROC school cafeterias, campus surrounding areas and popular festivals. Reaches nearly one million student visits per month.
• RM1 Grab & Go Network Convenience-focused retail media network spanning 1,000+ grab-and-go store locations across the Netherlands, enabling brands to reach consumers at high-intent purchase moments.
• RM1 Mobility Media Mobility-focused retail media network covering 500+ fuel and EV stations, reaching motorists and on-the-move consumers at decisive purchase moments via Shell Station Takeover, Boost and LPR formats.
• RM1 Medical Media Healthcare-focused retail media network operating in 43 hospitals and healthcare institutions, providing brand exposure in medical environments.
• Shell Station Takeover Full-network takeover format combining forecourt screens, in-store screens, shopfront visibility and radio into a complete brand car wash experience across Shell forecourt networks, driving mid-funnel impact on recognition, recall and consideration.
• Shell Station Boost Targeted advertising format amplifying brand presence at decisive in-store moments with visibility at shop entrance and throughout the store, influencing on-the-go purchase decisions.
• License Plate Recognition (LPR) Precision targeting format using license plate data to engage specific audiences based on car brand, model, catalog value, vehicle type, fuel type and other mobility indicators for performance-driven communication within the Shell network.
• SPAR university Takeover Integrated high-impact package combining videowall, in-app exposure and in-store screens to drive measurable impact on ad recall, brand consideration and behavioral change among Gen Z students across 15 SPAR university campuses.
• SPAR university Boost Targeted regional activation format enabling brands to efficiently reach students within specific university cities and study disciplines across the SPAR university network.
• Appèl Campus Media Network Campus media network spanning 161 digital screens across 89 campuses (MBO schools and HBO/WO campuses), with 120+ screens in MBO canteens at 70 locations, reaching students in daily routines with 85% attendance rate.
• SPAR Holding Network Comprehensive convenience retail media network spanning 450+ stores with 100 million annual shopper visits and 800+ digital screens. Includes SPAR Buurt, SPAR City, SPAR University, SPAR Express and SPAR Enjoy formats.
• Monetization Services Advisory, sales empowerment and relationship management services that help retailers and high-traffic organizations implement effective media and data monetization strategies, including implementation support and sales enablement.

Quantifiable outcome

• More than doubled model consideration for Hyundai INSTER campaign at Shell stations
• +7 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core, minor and supporting.

• SPAR HoldingcoreChannel Partner/ Reseller/ Distributor · 15 January 2026RetailMedia.One is the exclusive exploitation partner for all supplier-related and non-supplier-related retail media products within SPAR (450+ stores, 100 million annual shopper visits, 800+ digital screens). Covers SPAR Buurt, SPAR City, SPAR University, SPAR Express, and SPAR Enjoy formats. Partnership builds on existing SPAR university relationship and expands to all SPAR formats.
• AppèlcoreChannel Partner/ Reseller/ Distributor · 11 September 2025RetailMedia.One partnered with Appèl, the leading caterer in Dutch education, to open up Appèl's campus media network (161 digital screens across 89 campuses, including 120+ screens in 70 MBO locations) for retail media campaigns. Appèl is a B Corp certified family business active since 1978. Partnership creates nationwide access to Gen-Z students in educational environments.
• ShellcoreChannel Partner/ Reseller/ DistributorShell is the exclusive media partner providing access to a nationwide petrol station network of 220+ locations. The network reaches over 2 million visits per week, spanning shopfront visibility, in-store presence, forecourt screens and radio. Brands can execute Shell Station Takeovers, Shell Station Boosts, and LPR (License Plate Recognition) campaigns.
• WelkoopminorChannel Partner/ Reseller/ DistributorWelkoop is listed as a network partner of RetailMedia.One, though limited details are provided about the scope of the partnership.
• VMLsupportingImplementation/ SI/ Consulting PartnerVML collaborated with SPAR Holding to build the foundation for SPAR's retail media infrastructure, including digital screens rollout, inventory structuring, and programmatic availability through AdManager. RetailMedia.One subsequently became the exploitation partner leveraging this infrastructure.
• PublicissupportingChannel Partner/ Reseller/ DistributorPublicis is listed as a client/logo partner on the RetailMedia.One team page, indicating an agency partnership relationship for campaign activation.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Topsort: Retail media and auction infrastructure platform enabling retailers and marketplaces to run sponsored listings and on-site ads. Overlaps with RM1's adtech/campaign automation layer, though more focused on e-commerce/onsite than offline retail media.

Broad incumbents

• GroupM (WPP) — GroupM Nexus / Commerce: Global media investment group (WPP) with commerce and retail media capabilities via GroupM Nexus. Competes for the same advertiser and agency budgets as RM1 and acts as both partner and competitor for retail media activations.
• Publicis Groupe (Publicis Commerce / Epsilon Retail Media): Global advertising holding group with significant commerce, retail media and measurement capabilities via Publicis Commerce, Epsilon, and CitrusAd. Functions as both a key distribution partner for RM1 and a broad incumbent offering overlapping retail media and measurement services at much larger scale.
• Tesco Media and Insight Platform: Retailer-owned retail media network operated by one of Europe's largest grocery retailers, offering on-site, off-site and in-store media plus measurement. Comparable to RM1's SPAR, Appèl and Grab & Go networks, illustrating the threat of large retailers building competing in-house media operations.

Direct peers

• CitrusAd (Epsilon Retail Media): Retail media platform enabling retailers to monetize on-site, off-site and in-store media, now part of Publicis/Epsilon. Direct comparable to RM1's exclusive retailer-network model, with overlapping retail media monetization and campaign management capabilities.
• Aisle Labs: Retail media platform powering in-store digital screens and shopper analytics for grocery and convenience retailers. Directly comparable to RM1's in-store media formats, screen networks (SPAR, Appèl), and analytics overlays.
• Hivestack: Programmatic DOOH adtech platform with campaign management, audience measurement, and SSP/DSP infrastructure. Comparable to RM1's adtech platform and NORM-style measurement layer applied to off-site screen networks.
• Kevel: Retail media API and ad server that lets retailers build custom on-site ad platforms. Comparable to RM1's adtech/campaign management platform offering for retailer monetization, although focused more on building retailer-owned infrastructure than exclusive-network operation.
• Criteo: Publicly traded commerce media platform operating the Criteo Retail Media Platform and shoppable ads for retailers and brands globally. Closest direct peer to RM1's combination of retail media network monetization and adtech platform, though at much larger scale and global footprint.
• Vistar Media: Programmatic digital out-of-home (DOOH) ad platform powering audience targeting, measurement, and campaign management across screens. Highly comparable to RM1's programmatic DOOH/screen-based retail media capabilities and measurement overlay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/retailmedia-one

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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 Retail Media One