OBI selects Topsort to drive performance-led retail media across OBI.de and beyond
Palo Alto, CA – June 25, 2025 — Topsort, an artificial intelligence (AI) and auction-based retail media infrastructure company that aims to democratize Silicon Valley’s monetization secrets to retailers and marketplaces, today announced that it has been selected by OBI First Media Group, the retail media subsidiary of the OBI Group and leading retail media providers in the Home & Garden sector in Germany, to power the company’s next-generation ad server and retail media capabilities. The new platform replaces OBI’s previous solution and ushers in a new era of intelligent, scalable, and performance-optimized advertising.
After a competitive review of more than 15 providers, OBI selected Topsort for its intuitive interface, flexible self-serve capabilities, and AI-driven bidding technology. The partnership is launching with sponsored listings and banners, with future expansion planned across offsite and in-store channels.
“Our new ad server solution from Topsort fully convinced us during the selection process. The intelligent, AI-driven system opens up entirely new possibilities for our campaigns – more targeted, more efficient, and closer to the user,” said Patricia Grundmann, Vice President Media & Retail Media / Managing Director OBI First Media Group. “It takes retail media to a smarter and measurably more effective level. We were particularly impressed by the exceptionally fast and smooth implementation of this state-of-the-art solution.”
Topsort’s solution for OBI is powered by an AI-driven bidding engine that leverages historical data to optimize toward specific ROAS goals. Multiple bid strategies help ensure efficient budget allocation and maximize campaign impact. Ads are served not only by category, but also in response to specific search queries, creating a more relevant and intent-driven user experience. Keyword targeting ensures that display banners appear in high-conversion moments, shifting the emphasis from manual bidding to broader performance outcomes.
“OBI has one of the most forward-thinking retail media strategies in the European market,” said Regina Ye, CEO and Co-Founder of Topsort. “We couldn’t be more pleased to be selected to support the company’s next phase of growth in their retail media business, one that’s powered by AI and rooted in flexibility, transparency, and performance.”
About Topsort
Topsort is an AI-based retail media infrastructure company with a mission to democratize walled garden ad technology into infrastructure products for retailers and marketplaces worldwide.
Today, Topsort works with international retailers and marketplaces such as Poshmark, Doordash, JustEatTakeaway, Cencosud, and LG, and has a team based in 13 countries and customers in 40+ countries worldwide. Book a demo with Topsort today.
About OBI First Media Group
The right product fit at the right time – this is the promise of the OBI First Media Group. OBI First Media Group is the retail media subsidiary of the OBI Group. We are a leading retail media provider in the home & garden sector. Thanks to our unique knowledge of our customers’ individual customer journeys, we can address all touchpoints at the right time and in the right context.
