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Verve Group has introduced a new Retail Media offering designed to directly connect mobile advertising campaigns with verified in-store purchases, marking what the company describes as the first validated large-scale closed-loop system between mobile ad exposure and retail sales.
In under ten months, the company has built Germany’s largest independent cross-retailer retail media network, partnering with major retail chains including stores from EDEKA, REWE, Müller Drogerie and Kaufland. The network now reaches more than 85% of German households annually through a mix of digital screens, in-store activations, checkout couponing and cinema advertising.
The new platform combines Verve’s mobile advertising infrastructure with first-party point-of-sale transaction data, allowing advertisers to track how mobile campaigns influence physical store purchases. The system is further supported by proprietary targeting capabilities and Add2Wallet coupon technology, creating a direct “sofa-to-store” measurement model.
Retail media has become one of the fastest-growing advertising sectors globally, particularly for consumer packaged goods brands seeking measurable in-store impact. While online retail advertising has matured significantly, physical retail environments have historically lacked unified tools for audience targeting and campaign attribution.
According to Verve, pilot campaigns conducted during the validation phase demonstrated measurable sales impact, including an average 9% incremental uplift in total store sales for participating brands. The company used Difference-in-Differences analysis to validate campaign effectiveness across participating retailers.
Germany was selected as the initial launch market due to its fragmented grocery and retail ecosystem, which Verve viewed as an ideal environment to test scalable retail media infrastructure. The network currently spans around 8,000 grocery and drugstore locations, 9,000 pharmacies and more than 800 cinemas across the country.
Remco Westermann said the initiative addresses longstanding inefficiencies in offline advertising measurement by giving advertisers clearer visibility into how campaigns influence purchasing decisions at the checkout level.
Following the successful rollout in Germany, Verve is now preparing to expand its Retail Media activities into additional international markets, including the United States. The company stated that the technology stack was specifically developed to support efficient replication across multiple regions.
Despite the expansion, Verve confirmed that its current 2026 financial guidance does not yet include significant revenue contributions from the Retail Media business beyond moderate growth assumptions related to previous acquisitions.
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