Connected commerce company SMG has named Omnicom Media (OM) as the agency beta partner for RMX, its retail media exchange platform designed to simplify how agencies and brands discover, plan and activate campaigns across multiple retail media networks.
The partnership will see OM teams use RMX on live client briefs and campaigns, initially focusing on digital screen inventory across the UK. The move is intended to help streamline what is often a fragmented retail media buying process, bringing together inventory discovery, briefing, booking, activation and reporting within a single environment.
What it means for retail media
Developed as part of SMG’s Plan-Apps suite, RMX has launched with a focus on digital in-store screens but has been built with a longer-term ambition of supporting omnichannel retail media planning and activation. The company said the platform aims to address growing complexity for agencies as advertisers invest across an increasing number of retail media networks, each with its own planning processes, formats and reporting standards.
Under the beta programme, feedback from Omnicom Media planners and buyers will be used to refine the platform’s functionality and workflows. SMG will provide training and ongoing support to participating teams as they test the technology on live campaigns.
The collaboration also includes an integration workstream with Omnicom’s Omni Intelligence Platform. The companies will explore how retail media opportunities and campaign data surfaced through RMX could be incorporated into the tools OM teams already use, reducing the need to work across multiple systems.
More connected retail media planning
SMG said RMX is designed to make retail media planning more connected and measurable while allowing retailers to retain control over their pricing, inventory, data and commercial relationships.
Ollie Shayer, senior director, global strategy and innovation at SMG, said: “We’re delighted to be working with Omnicom Media as we begin this first phase for RMX. Their agency investment and client perspective will help ensure the platform develops around real market needs, from our initial focus on digital streams to omnichannel planning, more consistent measurement, and closer connection with the tools agency teams already use.”
As retail media spending continues to grow, the initiative highlights the industry’s push towards greater standardisation, easier cross-network planning and more consistent measurement, areas many agencies and brands have identified as barriers to scaling investment across the channel.
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