Retail Media: Advertima, Adtrac and PADS4 bring audience-based in-store advertising

Advertima, the category-leading provider of in-store audience intelligence, Adtrac, the orchestration platform for DOOH and in-store media campaigns, and PADS4, the modular software platform for digital signage, have announced a strategic partnership. The aim of the collaboration is to consistently transfer performance-oriented media logic from the digital environment to in-store retail media.

The partnership makes it possible to expand PADS4-powered screen networks with audience-based, impression-driven advertising playout. Retailers, venue operators and media owners can now activate their in-store media according to the same performance criteria that have defined digital channels for years. By combining PADS4's enterprise platform with Advertima's Audience AI and Adtrac's real-time orchestration, in-store screens become scalable, measurable and monetizable media assets without disrupting existing content and communication applications.

Real-time audience intelligence for existing screen networks

PADS4 manages complex, data-driven visual communication in retail stores, shopping centers, transport hubs and other shopping environments worldwide. As part of the partnership, PADS4 customers can add real-time audience intelligence to existing screen networks. For the first time, in-store advertising is delivered based on the actual target groups present without changing existing installations or operational processes.

Advertima's sensor-based Audience AI provides the technological basis. Using 3D computer vision and edge-based AI, Advertima translates physical visitor presence into fully anonymous, addressable audience segments in real time. These segments can be used to trigger, prioritize and measure advertising playout at audience level in real time. This creates real-time segmentation, addressability and reporting at target group level directly at the point of exposure.

Dynamic orchestration for flexible playout

Dynamic and predictive orchestration is handled by Adtrac. Instead of treating in-store inventory as fixed loops or static slots, Adtrac manages screen time as 3,600 seconds per hour, which can be flexibly reserved, distributed and optimized in real time. Control is based on audience presence, campaign goals and delivery commitments. This means that classic loop-based campaigns and modern, audience-based, impression-driven bookings can be run in parallel on the same screens. For operators of in-store retail media networks, this creates the basis for introducing CPM-based impression sales without jeopardizing existing loop sales.

Together, Advertima, Adtrac and PADS4 enable their customers to expand in-store media with audience-based playout, real-time targeting and performance-oriented measurability according to digital media standards. Strategically, the partnership reflects the ongoing convergence of digital signage, retail media and performance advertising. Screen networks are developing into integrated, scalable media ecosystems that attract brand and media budgets in addition to trade and shopper applications.

Advertima and Adtrac will present the partnership together with PADS4 at Integrated Systems Europe (ISE) 2026 in Barcelona. The integrated solution will be demonstrated live at the PADS4 booth, showing how audience intelligence and real-time orchestration extend the power of PADS4-based screen networks.