Connected commerce company SMG has launched RMX by Plan-Apps, the UK’s first exchange platform designed to connect the retail media ecosystem and provide unified access to omni-channel retail media through a single entry point.
Initially working across digital screens, the company has plans to scale it across other ad inventory in due course and sees potential for the exchange to expand globally.
Developed in partnership with Empathy Lab by EPAM, RMX combines advanced technology, AI-powered intelligence and seamless interoperability to simplify how retail media is planned, bought, activated and measured across multiple retail environments.
Infrastructure for the next phase of retail media growth
Retail media has successfully proven its value as a channel, delivering brands closer proximity to the point of purchase. However, as the market continues to expand, fragmentation across networks, platforms, measurement frameworks and buying processes is creating increasing complexity for both advertisers and retailers.
Operating as an inventory agnostic platform, RMX has been designed to help address these challenges by creating a more connected, interoperable and scalable retail media ecosystem.
Rather than replacing existing retail media networks, RMX acts as a shared intelligence and activation layer, enabling agencies and brands to access multiple retail media opportunities through a single platform while allowing retailers to maintain full control over pricing, inventory allocation, data governance and commercial relationships.
By reducing operational friction and improving accessibility, RMX aims to help retail media compete more effectively with larger, more established advertising ecosystems.
Market-leading intelligence and industry standardisation
At the core of RMX is Plan-Apps Intelligence, transforming over 15 years of retail media expertise alongside our latest proprietary data models into AI-powered insight that guides planning, buying, activation and measurement. Retailers can manage and share their inventory and data within the Plan-Apps ecosystem in a flexible, market-leading way, creating a connected ecosystem that integrates with multiple technology partners.
Working with industry bodies such as the IAB, SMG will look to help establish a unified retail media taxonomy, standardising measurement and terminology to deliver a single source of truth and address inconsistent ROI metrics across the market. This includes:
• Omni-channel activation and future roadmap – RMX launches with a focus on digital screens, with onsite search and display to follow. Over time, the platform will expand to include further in and near-store inventory as well as first-party data activation across a range of digital offsite platforms, positioning RMX as a long-term infrastructure play rather than a point solution.
• A platform for the entire ecosystem – A key benefit for retailers, including those new to this space, is the level of service and expertise SMG provides. Unlike self-serve technology platforms that offer limited guidance, RMX gives every participating retailer access to SMG expert consultancy and, where required, a fully managed service. This includes support on inventory pricing, performance optimisation and long-term growth strategy.
• Simplifying buying and reporting for brands and agencies – For CPG brands, RMX offers access to highly relevant inventory across multiple retailers, including those their agencies may not traditionally work with, all through one door. Agencies benefit from a more efficient way to book and manage retail media, with unified reporting and consistent measurement across all activity within a single platform.
Rising to the challenges
Ollie Shayer, senior director, global strategy and innovation at SMG, commented: “Retail media has seen incredible growth over the last few years as it places brands closer to the point of purchase and engages audiences in so many ways. But the sector must address the two strategic challenges that risk restraining that growth: complexity and buying friction.
“RMX has been designed to help address these challenges. By creating a more connected and interoperable ecosystem, we’re making it easier for retailers, agencies and brands to access the value of retail media at scale, while preserving the flexibility and control that individual networks need.
“We believe this is about more than launching a platform. It’s about helping build the infrastructure that will support the next phase of retail media growth.”
Claire Trbovic, global head of product at SMG, added: “With our deep understanding of the RMN ecosystem, our relationships with the buy-side of media, as well as our AI-powered infrastructure via Plan-Apps, SMG is uniquely positioned to create a unified agnostic platform that will help retail media become more accessible, transparent, and effective for thousands of brands and retailers.
“RMX will not only help retail media grow but enable brands to deliver more exciting and creative campaigns. With RMX, we want to bring that creative joy back to retail media — crafting engaging campaigns at scale, while genuinely easing the friction of buying and managing retail media.”
James Chandler, Chief Strategy Officer at IAB UK, says: “From IAB UK Ad Spend report, the UK is on track to hit £8.6bn digital retail media spend by 2030, meaning capabilities like RMX are key to reduce fragmentation across the market and achieve more transparency & consistency.”
RMX will launch initially in the UK before expanding internationally. Looking ahead, SMG’s ambition is for RMX to become a global intelligence and activation layer for commerce media, helping create a more connected, interoperable and AI-enabled ecosystem capable of supporting the next generation of retail media growth.
