Germany's
Top Retail Media Networks
The retail media industry is flourishing across the German market.
As global brands and sellers seek to maximize their presence in this complex and diverse market, this index offers a solution to enhance transparency.
2025 German commerce media networks database
How big is the retail media industry in Germany? How many retail media networks are there? Who are the top networks in the industry?
The German retail media market is booming, with both online-only players (like Amazon or Zalando) and brick-and-mortar stores (like Douglas or MediamarktSaturn) launching their advertising networks.
Global/local brands, sellers and agencies are finding it increasingly difficult to navigate this space with numerous options like Schwarz Media, eBay or Otto Advertising.
At mimbi, we decided to collect as much data as possible and share it with the community. As this is a fast moving environment with both German and non-German players, we also expect the community to help us update, correct and evolve this table to make it a collaborative database that everyone can use.
For now, you’ll find more than 30+ commerce media networks in Germany with public data we collect (last update January, 2025) for each of them that you can filter.
If you would like to participate, please contact us!
Market Analysis (Q1 2025)
Germany's retail media landscape shows a clear dominance of marketplace models, with almost 60% of analyzed retailers operating as marketplaces.
This trend is particularly interesting as several major players, including Douglas, REWE, and MediamarktSaturn, successfully combine online marketplaces with physical retail operations, demonstrating the growing importance of omnichannel strategies in the German market.
The technology infrastructure powering these retail media operations is notably consolidated, with Criteo emerging as the clear leader. Their technology powers more than half of the surveyed retailers, spanning both pure-play digital platforms and traditional retail chains like Metro, Mediamarkt, and Douglas. This widespread adoption suggests Criteo has established itself as a trusted solution provider in the German retail media ecosystem.
The landscape also reveals interesting correlations between business models and technology choices. For instance, marketplace operators show a strong tendency (78%) to invest in self-service advertising platforms, likely to empower their third-party sellers with direct campaign management capabilities. Meanwhile, retailers with specialized audiences often opt for niche technology solutions, creating a diverse technological ecosystem
In Germany, the market is fragmented, and while Amazon is a strong player, local players can be strong too, such as grocery chains (e.g. Rewe or Kaufland) that dominate the FMCG space. We also identify market leaders like Schwarz Media, Otto Advertising, Zalando Partner Marketing Services or OBI First Media Group.
To date, we account for more than 30 retail media networks in Germany, and that number is growing every day. These networks can be operated by online pure-players like marketplaces and/or brick-and-mortar retailers, using in-house technology or technology from vendors such as Criteo, Citrus or Mirakl.
We focus primarily on the US and European markets (top markets are the UK, Germany and France), with partial coverage of LATAM and APAC. Smaller markets are particularly interesting when they are dominated by local retailers that global brands may not necessarily know about. See our full index
For retailers, Retail Media Networks provide a valuable way to monetize customer data and site traffic. For brands or advertisers, Retail Media Networks offer a unique opportunity to reach consumers at critical points in the purchase process, while often providing a more direct attribution of advertising spend to sales.
The data is a mix of technology detected on retailers' websites, data collected from ad tech vendors' websites, and PR and publicly available data. Thanks to the growing retail media community around mimbi, we are getting more and more market insights, that allow us to update data on a monthly basis.
mimbi.io provides a retail media intelligence platform designed to help both brands and agencies better allocate their budgets and inform the next cycle of their advertising strategy. It provides data aggregation to bring together retail media networks, business data and teams in a transparent way.
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