Defining an Open Retail Media Platform for In-Store Audio
An open retail media platform for in-store audio is a vendor-independent media framework that connects licensed music, messaging, advertising and device control to existing retail media networks through APIs, allowing retailers to manage audio content, data and ad inventory without being locked into proprietary hardware or closed software ecosystems. Custom Channels’ new In-Store Open Media Platform, introduced at InfoComm, is designed to give enterprise retailers direct, programmatic access to their in-store audio infrastructure. It supports music scheduling, zone control, ad insertion, proof-of-play reporting and device management, all delivered as an open layer that plugs into current CMS, DSP and digital signage platforms. Instead of forcing a rip-and-replace of existing systems, the platform acts as a connective tissue that adds licensed audio to the technology retailers already use, making in-store audio licensing part of a broader, flexible retail media strategy.
Breaking Vendor Lock-In in Retail Media Networks
Custom Channels is framing its In-Store Open Media Platform as a direct response to vendor lock-in in retail media networks. Traditional in-store audio systems often bundle hardware, software and content into one closed stack, which can trap retailers with a single provider and limit how they integrate audio with digital signage, data platforms or new ad partners. According to Custom Channels, the new platform uses an open, vendor-neutral infrastructure so retailers can select their own DSP, CMS and measurement tools while Custom Channels provides the licensed audio delivery and control layer. René Arnold, senior director of partnerships at Custom Channels, says “retailers don’t want to be locked into a single ecosystem, especially as their media strategies evolve.” By separating audio licensing and control from the rest of the stack, the system gives enterprises more independence and lowers the risk of long-term technology dead-ends.
API-Driven Control of In-Store Audio Licensing
At the heart of Custom Channels’ open retail media platform is an API-driven model for in-store audio licensing and control. Enterprise retailers and their technology partners gain programmatic access to music scheduling, zone control, ad insertion, proof-of-play and device management, all from within their existing environments. Instead of logging into yet another standalone system, integrators can connect current CMS, DSP or digital signage tools directly to the audio layer, extending campaigns seamlessly into stores. This approach allows retailers to keep control of ad inventory, data and revenue models while using Custom Channels to handle the complexity of licensed content delivery across multiple locations and systems. For partners building their own retail media networks, the platform can be embedded or white-labeled, turning licensed audio and in-store messaging into a native feature of their branded solutions rather than an external add-on.
From Closed Ecosystems to Vendor-Independent Media
The open platform approach marks a shift away from closed retail media ecosystems that tie audio to specific devices, players or proprietary software. Custom Channels’ platform is designed to integrate with a wide range of third-party systems, including digital signage platforms, retail media technologies and enterprise content management tools. Joe Comer, chief executive officer at Custom Channels, states that the new platform brings the company’s promise of “music without limits” into the retail media space by letting retailers integrate in-store audio without being forced into a single system or vendor. Because the platform supports both cloud-based systems and on-site AV control, it can fit into centralized operations as well as locations that require localized management. The result is vendor-independent media infrastructure, where in-store audio becomes another addressable channel instead of a siloed, hardware-bound service.
Managing Multi-Channel In-Store Experiences at Scale
Beyond audio alone, Custom Channels is positioning the In-Store Open Media Platform as a foundation for multi-channel in-store experiences. By tying audio scheduling, advertising and device management into existing retail media networks, retailers can align music, announcements and promotions with visual content on digital signage or other interactive channels. The open, API-driven architecture lets enterprises build and own their media networks while mixing and matching best-of-breed partners for content, measurement and demand. Integration support for control systems and on-site AV environments means local teams can manage zones and dayparting without breaking enterprise-wide rules. Demonstrations at InfoComm will show how in-store audio can be integrated into current technology stacks to create customized, scalable environments. In practice, the platform turns in-store audio into a flexible, centrally managed layer that supports evolving retail media strategies rather than constraining them.