ZetaDisplay buys retailmediatools; employee screens become retail media's next frontier

Swedish digital signage powerhouse ZetaDisplay has acquired retailmediatools, a Berlin-based retail media infrastructure platform, in a move that executives say will redefine how physical retailers build and monetize their in-store media ecosystems. The deal, the company's third in the DACH region, extends ZetaDisplay's full-service offering beyond traditional signage into the fast-growing retail media space.

Founded in 2021, retailmediatools provides an infrastructure-as-a-service platform built on a MACH architecture — microservices-based, API-first, cloud-native SaaS and headless — that lets retailers deploy individual modules or a complete end-to-end retail media solution. The platform integrates into existing enterprise environments and helps retailers operate their own advertising networks while retaining control over data, advertiser relationships and revenue. Current clients include Finnish retail group SOK and European drugstore chain Rossmann. The company will continue operating under its existing brand and product roadmap post-acquisition.

ZetaDisplay CEO Daniel Nergård framed the deal as a commercial transformation rather than a simple technology purchase, noting that retail media offers physical retailers a rare opportunity to convert existing in-store assets into high-margin, recurring revenue. "By bringing together ZetaDisplay's digital signage expertise with retailmediatools' retail media orchestration platform, we are creating a new standard for connected retail ecosystems," Nergård said.

The acquisition comes as retailers confront an equally pressing internal challenge: reaching a deskless, mobile workforce effectively. Store associates — now seen as brand ambassadors — rarely sit at terminals, and fluctuating schedules make full-team meetings impractical. Managed in-store digital signage is emerging as the answer, and an upcoming webinar co-hosted by Hughes and LG aims to help retailers design those strategies.

The July 28 webinar, "From Noise to Clarity: Reimagining Employee Communication Through In-Store Screens," will address content strategy, AI-driven real-time content management and scalable deployment. Hughes executives Brad Godfrey, Chuck Keeler and Carl Udler will discuss how retailers can move from fragmented messaging to a cohesive in-store communication platform that drives engagement and operational consistency.

Together, the acquisition and the growing focus on employee-facing screens underscore a broader shift: in-store digital displays are evolving from passive advertising vehicles into intelligent infrastructure that serves both commercial and operational goals. As retail media networks mature, the platforms that unify advertiser monetization, workforce communication and privacy-first audience analytics — without collecting personal data — are becoming a competitive necessity for retailers looking to bridge online and in-store experiences.