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Retail Media at EDEKA Netto Discount in Germany (Image: Online Software)
Retail Media at EDEKA Netto Discount in Germany (Image: Online Software)

Retail Media: Netto Expands its Programmatic Offering

Netto Discount has expanded the digital retail media capabilities across its stores. Initially, around 4,400 screens were enabled for programmatic advertising; today, more than 7,000 displays nationwide are bookable for programmatic retail‑media campaigns. The network continues to run on Prestige enterprise CMS from Online Software AG.

Germany’s EDEKA discount supermarket chain Netto brings retail-media across its full network of stores. More than 7,000 existing instore digital signage screens have been upgraded to a fully programmatic retail-media network.

The technical retail-media  integration is handled through Brandlogistics’ ADXM interface, which connects Netto’s network to One Tech Group’s SSP1. Through this setup, brand partners can automatically deliver content across Netto’s entire digital in‑store network, enabling seamless, data‑driven campaign execution.

Centralised Control of In‑Store Networks

The rollout covers displays in the checkout zones as well as digital totems at store entrances. Netto retains full editorial control over what is shown. In‑house promotions and brand communications are combined with programmatic campaigns from industry partners, ensuring a balanced mix of retailer content and monetised ad inventory.

Online Software’s digital signage platform Prestige Enterprise functions as the central platform for Netto’s in‑store communications ecosystem. Beyond digital screens, the solution also supports electronic shelf labels (ESLs) and interactive kiosk systems, creating a unified environment for retail media, communication, and operational signage.