One Tech Group Adds Cyreen's German Retail Network to Programmatic SSP
2026-09-16 · via invidis
One Tech Group has connected Cyreen's German retail media network to its supply-side platform SSP1, giving agencies and advertisers programmatic access to nearly 1,000 in-store screens across German grocery and specialist drinks retailers. For operators and media owners, it's another sign that retail media networks built on proprietary measurement are being pulled into standard programmatic pipes rather than staying as walled-garden, direct-sold inventory.
The deal means buyers can now manage Cyreen inventory through demand-side platforms and target down to individual screens, using the same programmatic workflow they'd use for other digital out-of-home buys. Directly booked insertion-order campaigns still route through One Tech Group's Adserver1, while programmatic transactions go through SSP1. According to the companies, the RTG-Media portion of the network will continue to be sold exclusively by Laya Group, so the programmatic access sits alongside existing direct-sales relationships rather than replacing them.
What makes Cyreen's inventory distinct is its measurement layer. The company's C.A.P. system uses RFID technology, embedded in more than 100,000 shopping carts in Germany, to record anonymously whether a shopper passed a screen, then matches that exposure against checkout receipt data. Cyreen says it compares exposed and non-exposed shoppers in the same store over the same period to calculate incremental sales tied to a campaign, with reporting delivered after a campaign ends. The company says it has run 237 completed campaigns and evaluated about 30 million customer journeys, though the announcement gives no detail on how those figures were audited or by whom.
One Tech Group managing director Daniel Siegmund said the approach is meant to demonstrate whether endemic advertising at the point of sale actually drives sales, and the release notes the inventory is also open to non-endemic advertisers looking for retail audiences. That's a notable point for buyers outside the CPG categories that typically dominate grocery retail media.
The connected footprint includes the RTG-Media network formed by Bartels-Langness, Bünting, Georg Jos. Kaes, Globus and Netto, plus Progetränke locations and independent retailers. This follows on from RTG Media's 2025 rollout plan, which targeted more than 800 interactive screens by April 2026, suggesting the network has been scaling toward that figure.
SSP1 already handles programmatic guaranteed deals, private auctions and open auctions across digital out-of-home and other media, and One Tech Group says its broader platform connects more than 100,000 screens in total, separate from Cyreen's near-1,000-screen network. The announcement does not disclose pricing, minimum spend levels, or which demand-side platforms are currently plugged in, so buyers will need to check with One Tech Group directly on practical access.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
One Tech Group has integrated Cyreen’s German retail-media network with its Supply side platform SSP1, combining cross-retailer programmatic access with Cyreen’s exposure-to-purchase measurement technology.
The connection makes inventory on nearly 1,000 screens across German grocery and specialist drinks retailers available through a single supply-side platform. Agencies and advertisers can manage campaigns through demand-side platforms and deliver content down to individual-screen level.
Directly booked insertion-order campaigns can run through One Tech Group’s Adserver1, while fully programmatic transactions use SSP1. The RTG-Media network continues to be marketed exclusively by Laya Group.
“With the connection to One Tech Group’s platform, our in-store network can be booked automatically and at scale, across several retailers and through one access point,” Cyreen CEO and Co-Founder Ciril Hofmann said in the partnership announcement.
Cyreen’s C.A.P., short for Connecting Ad Impressions with Purchase, uses RFID technology to record anonymously whether a shopper was exposed to advertising on a screen. It then matches that exposure with purchases recorded on the shopper’s checkout receipt.
The system compares exposed and non-exposed shoppers present in the same store during the same period. Cyreen says this allows advertisers to calculate campaign-associated incremental sales from store-level exposure data. Advertisers receive campaign reporting after completion.
Cyreen says it has tested the technology across 237 completed campaigns and about 30 million evaluated customer journeys. More than 100,000 shopping carts in Germany carry its RFID technology.
One Tech Group Managing Director Daniel Siegmund said the measurement approach is intended to show whether endemic advertising at the point of sale drives sales. The inventory is also available to non-endemic advertisers seeking audiences in retail environments.
The connected inventory includes the RTG-Media network formed by Bartels-Langness, Bünting, Georg Jos. Kaes, Globus and Netto. Progetränke locations and independent retailers add further specialist drinks and grocery inventory.
The integration follows the 2025 launch plan for RTG Media , which targeted more than 800 interactive screens by April 2026.
SSP1 already supports programmatic guaranteed deals, private auctions and open auctions across digital out-of-home and other media. One Tech Group says its wider platform connects more than 100,000 screens, separate from the nearly 1,000-screen Cyreen network.