Osmos retail media platform: profile, pricing model and alternatives

Osmos sells a whole retail media business in parts. A retailer starts with the apps it needs and adds others later. The company calls this a "composable retail media operating system" with more than 30 apps in eight categories (Osmos, team):

Source: Osmos, accessed 9 November 2026.

The offsite design is worth noting. Osmos says offsite runs "on your retailer seat", so audiences and deals stay in the retailer's name rather than the vendor's. Its in-store apps treat analog placements such as shelf strips as bookable inventory alongside DOOH screens.

The ad server sits at the core. Osmos claims 45 billion auctions a month at 60 milliseconds at the 99th percentile, across more than 25 retail networks and 142,000 active advertisers (company claims, Osmos, team). Around it, the orchestration apps give brands a self-serve console and give the retailer wallets, creative checks and billing.

FairPrice Group shows a typical migration. One of Singapore's largest grocers, it had built its own program, FPG ADvantage, serving house ads through an iframe and running campaigns by hand. Osmos says the problem was no longer inventory but the effort of running a growing program, and it reports a 3.5-fold rise in FairPrice's onsite ad revenue (company claim, Osmos, FairPrice Group). The network is profiled at FairPrice Group Retail Media.

Two partnerships extend the stack. Advertima adds computer-vision audience analytics for store screens, announced in October 2025 (Osmos). Pentaleap adds unified ranking of sponsored and organic products, announced on 14 October 2026 (Osmos), so a higher bid alone cannot push an irrelevant product to the top.

Osmos is one of the few vendors that states its model in public, though not its rates. Its own comparison table lists Osmos as a "per-spend / platform model (contact for terms)" (Osmos, 4 June 2026, updated 23 September 2026). A per-spend fee rises with ad revenue, so it suits a network that wants low fixed cost at launch. Ask for the percentage, any minimums, and how offsite media is billed, then check the result against your take rate.

Strengths

• Breadth. Onsite, offsite, in-store, billing and measurement come from one vendor.
• Retailer-owned offsite. Campaigns run on the retailer's DSP seat, by Osmos's description.
• Strong in emerging markets. Its logos span India, Southeast Asia, Africa and the Middle East, plus Wakefern in the US.
• Measurement options. Geo holdouts, audience holdouts and synthetic control are listed as standard apps.

Limits

• Most numbers are self-reported. Scale, latency and revenue figures are company claims without an audit. Osmos says its customers average 6.75% of GMV in ad revenue and itself calls the figure internal and unverified; independent ranges are in retail media network revenue benchmarks.
• Few dated announcements. Customer logos are not paired with launch dates.
• No measurement certification found.
• Little independent coverage. We found no trade-press profile of Osmos in our sources.

• Founding year, investors and head office.
• The date of the rename from OnlineSales.ai to Osmos.
• Launch dates for the logo customers, including Wakefern.
• Fee percentages behind the per-spend model.
• Any audit of the 6.75% GMV figure or the latency claim. An older Osmos page cites under 30 milliseconds; the team page cites 60 milliseconds at p99. They may measure different things.

1. Osmos, home page (accessed 9 November 2026). https://www.osmos.ai/
2. Osmos, "Our team" (accessed 9 November 2026). https://www.osmos.ai/our-team
3. Osmos, privacy policy (accessed 9 November 2026). https://www.osmos.ai/privacy-policy
4. Osmos, "Build vs buy retail media ad tech stack: decision framework and vendor comparison (2026)" (4 June 2026, updated 23 September 2026). https://osmos.ai/blog/build-vs-buy-retail-media-ad-tech-stack-2026
5. Osmos, success stories (accessed 9 November 2026). https://www.osmos.ai/success-stories
6. Osmos, "How FairPrice Group grew its onsite ad revenue with Osmos" (accessed 9 November 2026). https://www.osmos.ai/success-stories/how-fairprice-group-grew-its-onsite-ad-revenue-with-osmos
7. Osmos, "Osmos and Advertima announce strategic partnership" (October 2025). https://www.osmos.ai/blog/osmos-and-advertima-announce-strategic-partnership-to-transform-in-store-retail-media-with-advanced-audience-targeting
8. Osmos, "Osmos and Pentaleap partner to connect onsite strength with omnichannel growth" (14 October 2026). https://www.osmos.ai/blog/osmos-and-pentaleap-partner-to-connect-onsite-strength-with-omnichannel-growth
9. Osmos, "Osmos vs CitrusAd" (undated, accessed 9 November 2026). https://www.osmos.ai/osmos-vs-citrusad