SPAR taps ZetaDisplay to launch Central European retail media network

The project leverages ZetaDisplay’s proprietary Engage Suite, a platform that facilitates content scheduling, management, and audience analytics. By deploying this technology, SPAR gains the ability to monitor customer journeys and deliver targeted messaging based on location, time, and specific shopper behavior. The retailer retains full control over the ecosystem, allowing for the approval of third-party brand advertisements alongside internal promotional campaigns.

ZetaDisplay’s Austria team, which has maintained a relationship with the retailer for over a decade, is spearheading the deployment. This expansion follows the company's recent acquisition of retailmediatools, a move designed to enhance its infrastructure-as-a-service capabilities. The rollout is expected to continue through the end of the year, with implementation planned for stores in Slovenia as well as Austria. According to representatives from SPAR ICS, this shift is a core component of the brand's broader omnichannel strategy, intended to bridge the gap between digital engagement and the physical shopping environment.