In the race to monetize shopper attention, Salling Group, Denmark’s largest retailer, is stepping up its retail media game—and it’s going omnichannel with precision.
This week, ADvendio and Adhese announced a strategic partnership to deliver a comprehensive advertising solution for Salling Group. The goal? A seamless, end-to-end retail media platform that unifies onsite, in-store, in-app, and offsite ad operations—while keeping privacy, scale, and campaign performance at the core.
Why It Matters
Retail media is booming, but it’s also becoming unmanageably fragmented. For retailers like Salling Group—operating across Denmark, Germany, Poland, and the Baltics—juggling different ad servers, data silos, and manual workflows can cripple growth.
This new partnership combines ADvendio’s robust campaign and order management platform with Adhese’s privacy-first ad serving infrastructure, creating a centralized system that simplifies the entire ad workflow—from setup to delivery.
In short, fewer tools, faster execution, and better control.
“The joint collaboration with ADvendio and Adhese provides a solid foundation to launch a scalable retail media offering,” said Anders Spicker, Head of Retail Media at Salling Group.
Retail Media’s Next Phase: Control + Convergence
Salling Group is no stranger to scale. With nearly 70,000 employees across multiple countries and a market-leading presence in Denmark, it’s the kind of enterprise that can shape what modern retail media looks like.
With this move, they’re embracing a future that:
- Prioritizes privacy without sacrificing personalization
- Enables true omnichannel campaign management
- Supports data transparency and measurement
- Centralizes ad inventory for higher operational efficiency
It’s a timely shift. As third-party cookies fade and retailers double down on first-party data, the importance of platform consolidation and privacy-safe ad delivery is only intensifying.
“Retailers need ad tech partners who understand the nuances of privacy, performance, and scalability,” said Adhese CEO Sven Marievoet. “We’re proud to support Salling Group in building a future-ready infrastructure.”
A Broader Trend: Ad Tech That Just Works
This isn’t ADvendio’s first dance in retail media. The company recently expanded its partnership with Albertsons, a top U.S. grocer, to streamline advertising operations and integrate sales and campaign management workflows.
Now with Salling Group in the fold, ADvendio is solidifying its position as a go-to backend platform for retail media transformation.
“The increasing complexity of managing and scaling retail media networks calls for solutions that unify campaign execution, reporting, and delivery,” said Jens Hansen, Account Manager Northern Europe at ADvendio.
Together with Adhese—a company known for its privacy-first, cookie-less ad serving—they’re building a model that’s scalable, compliant, and advertiser-friendly. It’s a strong signal to the rest of the European market: retail media success will hinge on tech stack cohesion, not just inventory scale.
