MediaMarktSaturn Retail Media: how MediaMarkt and Saturn sell ads online, in store and offsite

Most of the sales happen in stores, and the network is built around that fact. Torsten Ahlers, who runs retail media, said in August 2025 that the company makes most of its revenue in stores, so linking store transactions to the customer journey was "logical" (Ceconomy, 6 August 2025). That month it launched InStoreAds on about 21,000 TV screens in roughly 650 stores across five countries. An electronics store is full of screens, and few grocers can match that density.

The second difference is a mixed technology stack. Criteo has been the exclusive partner for sponsored product ads since 2022, under a three-year agreement across all its labels (Criteo, 15 September 2022). For offsite, the retailer chose Unlimitail, the joint venture of Carrefour and Publicis, running on Epsilon Retail Media technology. A buyer therefore meets two outside vendors for one retailer. The Carrefour Links and Unlimitail profile covers the offsite partner.

Third, ownership has just changed hands. On 3 November 2026 Ceconomy said the last regulatory approval for its partnership with JD.com was in place and closing would follow within days. Ceconomy states its business model and strategy stay unchanged (Ceconomy, 3 November 2026). Buyers should still ask whether vendors, data rules or reporting will change under the new owner.

Onsite. Sponsored products appear on home pages, category and search listings, product pages and next to the basket. Germany also uses Criteo's marketplace solution. Sponsored Brand Ads, A+ Content and display formats sit alongside them.

In-store. InStoreAds began in Germany, Austria, Hungary, Turkey and the Netherlands, with Switzerland and Spain due to follow in 2025. Brands can extend an online campaign onto store screens at the point of sale. The in-store retail media guide explains how screen audiences are counted.

Offsite. The programme launched at DMEXCO in September 2025. It started in Germany, Spain, Italy, the Netherlands and Belgium in October 2025, with Turkey, Poland, Austria, Switzerland, Luxembourg and Hungary planned for early 2026 (PPC Land, 26 September 2025). Formats are IAB-standard display and online video on curated open-web inventory. The offsite retail media explainer covers how these audiences are built.

Targeting uses transaction and loyalty data from stores, the app and the web. MediaMarktSaturn reports more than 40 million loyalty customers across its 11 countries and over 2.2 billion customer contacts a year (company claims, Ceconomy, 6 August 2025). Ahlers said shoppers are analysed in anonymised form and within data protection rules.

Both endemic and non-endemic brands can buy. An endemic brand sells its products in MediaMarkt and Saturn; a non-endemic brand, such as a bank or a car maker, wants to reach tech shoppers. Unlimitail's June 2026 plan for Snowflake clean rooms names MediaMarktSaturn among its retailers, but we found no date for MediaMarktSaturn data joining that hub (Unlimitail, 18 June 2026).

MediaMarktSaturn says it can trace an ad from awareness to transaction, online and in store. The offsite programme links ad exposure to online and offline sales and reports incremental sales across both. In August 2025 the company said endemic brands would "soon" get full omnichannel reporting (Ceconomy, 6 August 2025); we found no launch notice.

No IAB Europe certification or third-party audit has been published. Ask whether reported sales are closed-loop measurement on matched loyalty IDs or modelled, and how store sales without a loyalty ID are treated.

1. Start on mms-retailmedia.com. The contact form reaches the retail media and partner marketing team, which covers all 11 markets.
2. Run sponsored products first. They sit closest to purchase and use Criteo's platform; ask your Criteo contact if you already work with it.
3. Add InStoreAds for launches and promotions in the countries where they are live.
4. Extend offsite through Unlimitail's programme on Epsilon Retail Media for reach beyond MediaMarkt and Saturn properties.
5. Agree the sales read. Define the window, the countries and how store sales are matched before you commit budget.

It suits:

• consumer electronics, appliance and gaming brands sold in MediaMarkt and Saturn;
• non-endemic brands that want shoppers making large tech purchases;
• advertisers planning one programme across several European countries.

It suits less:

• brands that want a public self-serve tool with instant sign-up;
• advertisers that need audited, certified metrics;
• buyers outside the 11 MediaMarktSaturn countries.

• MediaMarktSaturn retail media revenue for any year.
• Whether Criteo's three-year 2022 agreement was renewed, and on what terms.
• Whether InStoreAds reached Switzerland and Spain, and the current screen total by country.
• Whether the offsite programme reached all six countries planned for early 2026.
• Any change to the retail media stack after the JD.com transaction closes.

1. Ceconomy, "MediaMarktSaturn Retail Media" (accessed 9 November 2026). https://www.ceconomy-mms.com/article/mediamarktsaturn-retail-media
2. Ceconomy, "Omnichannel-Werbe-Plattform: Mit Retail Media InStoreAds öffnet MediaMarktSaturn die Werbeflächenvermarktung am Point-of-Sale" (6 August 2025). https://www.ceconomy-mms.com/article/omnichannel-werbe-plattform-mit-retail-media-instoreads-oeffnet-mediamarktsaturn-die-werbeflaechenvermarktung-am-point-of-sale
3. Criteo, "MediaMarktSaturn Partners with Criteo to Power their Retail Media Solution" (15 September 2022). https://www.criteo.com/news/press-releases/2022/09/mediamarktsaturn-partners-with-criteo-to-power-their-retail-media-solution/
4. PPC Land, "MediaMarktSaturn launches first offsite retail media program with Unlimitail" (26 September 2025). https://ppc.land/mediamarktsaturn-launches-first-offsite-retail-media-program-with-unlimitail/
5. Ceconomy, "CECONOMY und JD.com erhalten abschließende behördliche Genehmigung" (3 November 2026). https://www.ceconomy-mms.com/article/neues-kapitel-ceconomy-und-jdcom-erhalten-abschliessende-behordliche-genehmigung
6. Ceconomy, "Investorenvereinbarung mit JD.com" (page with offer documents, accessed 9 November 2026). https://www.ceconomy-mms.com/article/investorenvereinbarung-mit-jdcom
7. MediaMarktSaturn Retail Media, home page (accessed 9 November 2026). https://www.mms-retailmedia.com/de/
8. Unlimitail and Snowflake, "Unlimitail Chooses Snowflake to Power Privacy-Preserving Retail Media Across Europe and Latin America" (18 June 2026). https://www.unlimitail.com/news/unlimitail-chooses-snowflake-to-power-privacy-preserving-retail-media-across-europe-and-latin-america