What an Open Retail Media Platform Means for In‑Store Audio
An open retail media platform for in-store audio is a vendor-neutral layer that connects to existing retail technology systems through APIs, giving retailers direct control over music, advertising, and device management without forcing them into a single hardware or software ecosystem. Custom Channels is bringing this model to life with its In-Store Open Media Platform, debuting at InfoComm 2026 in Las Vegas. Instead of replacing current CMS, DSP, or digital signage tools, the platform plugs into them, turning in-store speakers into part of a broader open media network. Retailers gain centralized control of music scheduling, zone control, ad insertion, and proof-of-play reporting while keeping ownership of ad inventory, audience data, and revenue models. In effect, in-store audio becomes another programmable retail media channel, aligned with enterprise retail technology strategies rather than trapped inside a closed system.
From Closed Systems to an Open Media Network
Custom Channels positions its In-Store Open Media Platform as an alternative to closed in-store audio systems that limit how retailers can manage content and advertising. The company’s open media network is API-driven, designed to connect with existing CMS, DSP, digital signage, and enterprise content platforms rather than require a shift into proprietary hardware or software. According to Custom Channels, the platform provides direct, programmatic access to music scheduling, zone control, ad insertion, proof-of-play reporting, and device management across enterprise environments. This design matters as retail media networks expand from online channels into physical stores, where audio has often been isolated in standalone systems. By opening up access at the infrastructure level, Custom Channels turns in-store audio into a flexible, data-ready medium that can align with the same buying, measurement, and optimization tools retailers use for digital campaigns.
Giving Retailers Independence in Audio Licensing and Control
A core promise of the In-Store Open Media Platform is independence: retailers can add licensed audio to existing media networks without ceding control to one vendor. Custom Channels supplies the licensed content delivery and control layer, while retailers choose their own CMS, DSP, measurement tools, and integration partners. As René Arnold, senior director of partnerships at Custom Channels, notes, “With our In-Store Open Media Platform, they can choose their own DSP, their own CMS, and their own measurement partners, while we handle the complexity of delivering licensed audio across their entire environment—from cloud-based systems to on-site control infrastructure.” This approach separates in-store audio licensing from the surrounding tech stack. Retailers keep control of ad inventory and data, avoiding lock-in as their media strategies evolve and as new enterprise retail technology providers enter the market.
Building and Owning In‑Store Media at Enterprise Scale
For large retail chains, scaling in-store media has often meant standardizing on a single vendor that bundles software, hardware, and content. Custom Channels challenges that model with an open, vendor-neutral infrastructure that lets retailers build and own their own media networks. The platform integrates with a wide range of third-party systems, from digital signage and retail media platforms to enterprise content management environments, enabling consistent control across thousands of locations. It also supports integration with control systems and on-site AV environments where localized management is needed, so store teams can adjust zones or content within central rules. At InfoComm 2026, Custom Channels plans to demonstrate how in-store audio can be integrated into existing technology stacks to create customized retail media environments. For retailers, the result is an enterprise retail technology foundation where in-store audio is as configurable and measurable as any digital channel.