Obi expands its retail media business

Obi is on the verge of taking further major steps in its retail media business and its international expansion. This year, all stores in the DACH region will be equipped with four digital steles each, each featuring a 55-inch portrait-format monitor. Other countries will follow. A total of 2,600 pillars will be installed, which can be controlled for advertising campaigns via Obi’s retail media system. In addition, Germany’s second-largest DIY store operator has now set up an ad server for Italy, with Poland to follow in the second quarter. This allows advertisers’ campaigns – most of whom are suppliers, so-called endemic partners, though there are also customers from outside the sector – to be centrally managed and delivered.

This was announced at the “Retail Media Live” event. The conference, attended by around 300 participants, took place yesterday at the former Obi store in…