SPAR Builds AI-Powered Retail Media Marketplace Across 50 Markets
SPAR International is developing an AI-powered retail media marketplace with Footprints AI to serve over 13,500 stores across 50 markets, while allowing each market to retain its own data.
SPAR International is developing an AI-powered retail media marketplace for its network of stores operated by independent operators, in partnership with Footprints AI, a company specializing in retail media marketplaces. The platform aims to support campaign planning and buying based on sales tracking data, according to ESM Magazine.
The platform will be available to a network of more than 13,500 stores across 50 markets, and the company states it will comply with privacy and data protection laws. It aims to connect independent retailers with consumers and enable both local and international campaigns simultaneously, while each market maintains its autonomy over data, assets, and commercial strategies.
The AI-powered technology seeks to predict consumer behavior and trends based on real-time purchases, shopping activities, app behavior, and advertising data. Tobias Wasmuht, CEO of SPAR International, said that retail media is an important growth platform in modern commerce, and that the company's ambition is to combine the power of its global network with the strength of local entrepreneurship in a scalable platform that serves customers, retailers, and brand partners.
For his part, Dan Mark, CEO of Footprints AI, said the next phase is building a global marketplace architecture where advertisers get a more consistent way to plan, buy, optimize, and measure across markets, while local retailers retain control over their data, assets, and commercial model. The two companies did not disclose a timeline or financial details for the launch.
What Do These Terms Mean?
Retail Media: Advertising spaces sold by retailers to advertisers inside their branches, websites, or apps, relying on purchasing data for more precise targeting.
Sales Tracking Data: Records of what is actually purchased, when, and at what value, used to measure advertising impact and tie it directly to purchases.
Retail Media Marketplace: A platform that aggregates advertising inventory from multiple retailers, allowing advertisers to buy, coordinate, and measure it from a single place instead of negotiating with each store individually.
Predictive AI: A method that analyzes past and current data to forecast future behavior, such as what a consumer might buy or a trend that may grow.
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