What is retail media?

A manufacturer pays for its creative to run on your displays, at the place where shoppers buy right afterward. Szenera measures every play on the device and documents it with a proof that the manufacturer can verify without an account.

Three parties and one second of airtime#

Retail media means advertising at the point of purchase. Three parties are involved in every play: the advertiser who buys airtime, the location that provides its space, and whoever brings the two together. Szenera offers two ways to do this. In direct business, you agree with a manufacturer yourself on what runs on your displays and send the manufacturer your invoice. In the ad network, Szenera sells ad slots across many locations, and you receive a share of the revenue. Both ways use the same ad breaks, the same measurement, and the same proofs.

From the booked slot to the verified proof: Measurement happens at the display, judgment and documentation at Szenera.

How an ad slot becomes a proof#

An ad break in the playlist reserves slots, the first ones for the network and the rest for your direct business. Each booked ad campaign gets its share of them, for example one slot in every loop. The display shows the approved creatives and measures every play individually: from start to end, whether the picture appeared, whether the TV was on, whether the display software was in the foreground. The device signs what it reports. Szenera then judges the plays with a validity rule in a named version, closes each month after the deadline for late reports, and issues a proof with a serial number from it, signed and publicly verifiable.

What the advertiser gets out of it#

An advertiser pays for airtime that they can recalculate. After every closing, they receive the proof by email, can open their campaign report through a time-limited link, and can check every number on the Szenera verification page, without an account and without having to ask. Szenera calculates contacts from the audience of the locations and states the grade of the data: A count at the door carries more weight than an estimate.

What you get out of it#

In direct business, you sell airtime to a manufacturer you already work with and document it with a proof that the manufacturer accepts. In the ad network, Szenera distributes the revenue to the locations every month. Up to the amount of your monthly invoice, your share is credited in full. Anything beyond that is split. How much a month brings depends on how fully the slots are booked, not on a commitment.

Your space remains your decision. Without your consent, no network booking reaches your displays. You enable each display individually, exclude industries, and decide whether advertisers see your name.

What follows#

• Without an ad break in a playlist, no booking runs: Add an ad break to a playlist.
• A play counts only once the validity rule marks it as valid. What does not count appears with its reason in Analytics: What does analytics measure, and what does it not?
• Creatives for medicines and medical devices need a mandatory text, and every creative needs an approval: Create and approve creatives.
• Reliable contacts need counted visitors: Set up ad space and audience.