Retail media: why OBI is replacing PromoteIQ with California-based Topsort

Featured image of the article Retail media: why OBI is replacing PromoteIQ with California-based Topsort

An article by Sophie Baqué

Publication

2 July 2025 à 22h44

Updated on 23 July 2025 à 18h04

Reading time

3 minutes

Publication: 2 July 2025 à 22h44, Updated on 23 July 2025 à 18h04

Reading time: 3 minutes

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To operate a 360° retail media business, Germany's second-largest D.I.Y. retailer has selected San Francisco-based adserver Topsort. In addition to onsite retail media, Topsort will also manage offsite and in-store activations.

An article by Sophie Baqué

Publication

2 July 2025 à 22h44

Updated on 23 July 2025 à 18h04

Reading time

3 minutes

Publication: 2 July 2025 à 22h44, Updated on 23 July 2025 à 18h04

Reading time: 3 minutes

Share
Copy link Share on LinkedIn Share on Bluesky Share on Facebook Share on WhatsApp
Add to reading list Remove from reading list
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On June 25, Germany’s second-largest D.I.Y. retailer by sales, OBI (2023 revenue: €8.2 billion via 640 stores in 10 countries, 2024 revenue not disclosed), announced a contract with California-based ad server Topsort to operate retail media. With an AI-based management solution and natively integrated bidding system (which uses historical data to optimise ROAS targets), Topsort replaces PromoteIQ, which had managed campaigns on the site (sponsored products and banners). While this aspect of...

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Featured image of the article Sophie Baqué
Sophie Baqué
Featured image of the article Sophie Baqué
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