Osmos and Pentaleap partner to connect onsite relevance with omnichannel growth

Retail media growth should not mean adding another system every time the network expands. Osmos already gives retailers one operating system to run onsite, offsite and in-store under their own brand. Enabling to add new channels and capabilities app by app as the business grows without rebuilding what already works.

The tension emerges as more demand flows into onsite inventory. Retailers want to grow revenue without weakening the shopping experience, and a higher bid should not be enough to push an irrelevant product ahead of something the shopper is more likely to want.

To solve for this and help retailers preserve the shopping experience as onsite monetisation grows, we’re partnering with Pentaleap. Its unified ranking brings sponsored and organic products into the same decision, so paid placements still have to earn their place on relevance, not bid alone.

Together, Osmos and Pentaleap give retailers a way to grow in both directions at once: make the onsite shelf more valuable without compromising relevance, while expanding into offsite and in-store without rebuilding the stack for every new opportunity.

Why these capabilities belong together

The value of a stronger onsite business increases when retailers can carry that momentum into more places advertisers want to spend. And expanding into more channels becomes more valuable when the onsite shelf remains relevant, competitive and commercially strong.

That is what connects the two sides of the partnership. Pentaleap strengthens the economics of the digital shelf, while Osmos gives retailers the composability of the operating system to extend their retail media proposition across more channels and capabilities as the opportunity grows.

Onsite is not separate from this. Campaigns for the shelf are planned and bought in Osmos like every other channel, and Pentaleap decides what wins beneath it. 

Instead of treating onsite optimisation and omnichannel expansion as separate technology decisions, retailers can approach them as part of the same growth model. Strengthen what is already working, then add the next revenue lever without rebuilding around it. Here’s how retailers benefit from this partnership:

Pick the next revenue lever, not the next stack

Retailers do not all follow the same route to omnichannel. An onsite-first retailer may see the next opportunity in social or the open web. Another may want to deepen offsite before moving in-store. And sometimes the next lever is not another channel at all. Better measurement or more connected campaign operations can increase the value of what is already running.

Osmos lets retailers build around the opportunity in front of them. Start with social and open web, add DSP capabilities later, or prioritise in-store or measurement instead. Each app plugs into the same operating platform, so the roadmap follows the business opportunity rather than the requirements of a predefined stack.

Move from decision to launch faster

Choosing the right growth lever has limited value if activating it takes multiple quarters.

Osmos’ apps are designed to run on infrastructure that is already in place. Instead of building separate infrastructure for every new channel, retailers can add the selected apps to the existing operating model.

Depending on the application and integration scope, that creates a path to launch in weeks rather than quarters.

Retailers do not have to wait for one large omnichannel transformation. They can launch the next capability, learn from advertiser demand and use that evidence to decide what comes next. Omnichannel becomes a sequence of commercially useful launches, not a distant end state.

One connected experience for advertisers

A composable retailer stack should not create a fragmented advertiser experience.

Osmos’ white-labelled platform gives advertisers one place to plan, activate and measure across onsite, offsite and in-store. Whether a retailer is extending beyond onsite for the first time or already operates across multiple channels, those opportunities can be presented as one connected media proposition.

Advertisers can approach onsite, offsite and in-store as one retailer relationship rather than planning each channel separately, giving retailers a stronger opportunity to compete for more of the advertiser's total budget.

"Retail media has always been a tug-of-war between revenue and shopper experience. The Osmos and Pentaleap partnership retires the rope. Osmos brings the full engine. Every format, every channel, onsite to in-store and where it meets the digital shelf. Pentaleap governs the blend so sponsored products earn their place alongside organic results. So retailers stop trading revenue for relevance." — Ashish Mehta, CEO & Co-Founder, Osmos 

Build a stronger network, together

The value of Osmos and Pentaleap together isn't two platforms bolted into one. It's what retailers can do with them together: grow onsite while protecting relevance, turn more shopper touchpoints into one omnichannel media proposition, and compete for more advertiser budgets without rebuilding what already works. 

Interested in building a more relevant, omnichannel retail media network? Talk to Osmos today.