How one of India's largest POS networks is becoming a paid ad surface

Background: Millions of Payment Screens, Zero Ad Revenue

One of India's largest POS terminal networks sits inside millions of merchant locations nationwide, spanning retail, grocery, food and beverage, electronics, and health outlets. Every one of those terminals is a screen at checkout, the single moment in a shopper's visit when their attention is most engaged. Osmos partnered with the platform to build a media layer on top of that existing terminal footprint, turning payment screens the network already owned into inventory it could sell.

Challenge: A Terminal Fleet No Single Ad Stack Could Run On

Any POS network sitting inside thousands or millions of merchant locations holds one of the most attention-rich surfaces in retail: every terminal is a screen at the single moment a shopper is fully focused, mid-payment. Most networks this size never turn that attention into revenue, because the terminal fleet itself is too fragmented for any single-stack media platform to run on.

This network was no exception. Millions of terminals across the country carried no advertising at all, and the diversity of POS hardware, vendors, and operating systems in the field ruled out any off-the-shelf media stack that assumed one hardware standard.

Solution: One Media Layer Across Every Terminal Already in the Field

Osmos built its media layer to run directly on top of whatever POS hardware and software the platform already had installed.

• Hardware- and OS-agnostic integration. The media stack runs on any POS vendor, operating system, screen size, or transaction flow already in the field, with no rip-and-replace required.
• Payment-moment placement. Ads run at the point of checkout, the single highest-attention moment in the shopper's visit.
• Basket-tied measurement. Because the terminal already knows the transaction, ad exposure ties directly to the purchase it ran alongside.
• Privacy-first by design. Targeting and measurement run without personal payment data leaving the platform, built to India's data protection standards from the start.

Impact: 10,000+ Screens Activated by Year-End

By year-end, the rollout is set to deliver:

• 10,000+ POS screens are on track to go live as a paid ad surface by year-end
• 5 verticals (retail, grocery, food and beverage, electronics, and health) already mapped across the merchant footprint the rollout will cover

Once live, this turns one of the country's largest checkout networks into nationwide ad inventory, with every impression tied to a real purchase on the same terminal.