What an Open Retail Media Platform Means for In‑Store Audio
An open retail media platform for in-store audio is a vendor-neutral technology layer that connects licensed music, ad delivery, and device control to a retailer’s existing media stack through APIs, so operators can manage content, data, and monetization without being tied to one hardware, software, or media provider. Custom Channels’ new In-Store Open Media Platform, debuting at InfoComm 2026 in Las Vegas, is built around this idea of independence. It exposes programmatic access to commercial audio infrastructure—music scheduling, zone control, ad insertion, proof-of-play reporting, and device management—without forcing a move to a closed ecosystem. Instead of ripping and replacing current CMS, DSP, or digital signage tools, retailers can plug licensed audio into the systems they already own. This shift reframes in-store audio from a black-box service to a controllable retail media platform that fits into broader open media networks.
Inside Custom Channels’ Vendor-Agnostic Architecture
Custom Channels positions its In-Store Open Media Platform as an open, API-driven foundation for vendor-agnostic retail tech. The platform connects to CMS, DSP, digital signage, and enterprise content systems, so in-store audio licensing and playback become services inside wider retail media networks rather than an isolated channel. According to Custom Channels, the framework provides direct, programmatic access to music scheduling, zone control, ad insertion, proof-of-play, and device management across cloud and on-site AV environments. Technology partners can embed or white-label the platform, folding licensed audio into their own branded solutions without surrendering control to a single vendor. Integration support extends to control systems and localized management scenarios, which matters for complex stores with multiple zones and formats. This design turns the audio layer into infrastructure that can scale with evolving media strategies instead of a fixed, proprietary product.
Licensed Audio Without Single-Vendor Dependence
Retailers have historically relied on closed in-store audio systems where music, hardware, and ad inventory were bundled together, creating long-term vendor lock-in. Custom Channels is targeting that pain point by decoupling licensed audio delivery from the rest of the retail media stack. Retailers keep ownership of ad inventory, data, and revenue models, while Custom Channels handles the complexity of in-store audio licensing, transport, and compliance across open media networks. Chief executive officer Joe Comer said the company’s goal is to deliver “music without limits—across every platform and for every business we serve,” positioning audio as a flexible service rather than a fixed package. Senior director of partnerships René Arnold adds that retailers “can choose their own DSP, their own CMS, and their own measurement partners,” which aligns with a broader industry move toward modular, vendor-agnostic retail tech infrastructure.
Retailer Autonomy as a Competitive Edge
The launch at InfoComm 2026 highlights how in-store audio is becoming a strategic part of the retail media platform, not an afterthought. By using an open, API-based approach, retailers can align in-store audio licensing, ad insertion, and zoning with the same audience, measurement, and creative strategies used online. This autonomy means media teams can test new partners, formats, and monetization models without re-engineering their entire audio stack. It also reduces risk: switching a DSP or CMS no longer requires changing the underlying in-store audio provider. As retail media networks extend from digital channels into physical stores, being able to plug in licensed audio to existing systems gives operators faster experimentation cycles and better control over customer experience. In a crowded retail tech landscape, the ability to own the media architecture—and not the other way around—becomes a durable competitive advantage.
