Defining an Open Retail Media Platform for In‑Store Audio
An open retail media platform for in-store audio is a vendor-neutral system that connects existing retail technology stacks to licensed music, ad insertion, and device control, using APIs instead of closed hardware or software so retailers can manage and monetize in-store audio streaming on their own terms. Custom Channels is bringing this approach to market with its In-Store Open Media Platform, debuting at InfoComm 2026 in Las Vegas. The enterprise music streaming provider is targeting retailers that already run digital signage, content management, or demand-side platforms but want in-store audio to be part of the same retail media network. Instead of swapping out players or committing to a single ecosystem, retailers gain programmatic access to music scheduling, zone control, and proof-of-play reporting while keeping their current tools in place. The result is a unified, open media network spanning screens and speakers.
APIs Turn Existing AV and Signage into an Open Media Network
Custom Channels’ In-Store Open Media Platform is built around API access to commercial audio infrastructure, converting traditional background music systems into an open media network. Retailers and technology partners can connect their CMS, DSP, digital signage platforms, and enterprise content systems directly to the service, using Custom Channels for licensed content delivery. That means music scheduling, local zone control, ad insertion, proof-of-play, and device management can sit inside existing workflows instead of a separate, closed console. The framework also supports integration with control systems and on-site AV gear where staff need local override or day-parted programming. According to Custom Channels, the same open architecture can extend audio across “every platform” in a retailer’s environment, aligning in-store audio streaming with the same programmatic controls and reporting that already govern on-screen retail media.
Breaking Vendor Lock-In for Retail Media and Audio Strategy
The strategic shift in Custom Channels’ approach is the clear move away from closed in-store audio systems that tie retailers to a single vendor. Retailers building retail media networks want to own ad inventory, data, and revenue models, not hand them to a proprietary platform. Custom Channels positions its In-Store Open Media Platform as the audio layer in this stack: it manages licensed music and ads, while retailers choose their own DSP, CMS, and measurement partners. René Arnold, senior director of partnerships at Custom Channels, notes that “retailers don’t want to be locked into a single ecosystem, especially as their media strategies evolve.” By decoupling retail music licensing and playback from higher-level campaign tools, the platform lets brands experiment with new partners, formats, and data integrations without rewiring their in-store speakers every time strategy changes.
White-Label Audio: How Tech Partners Add Licensed Streams
Beyond direct retail deployments, Custom Channels is opening its in-store audio streaming capabilities to other technology providers through embedding and white-label options. Digital signage vendors, retail media platforms, and enterprise content providers can fold licensed audio into their own branded systems, using the In-Store Open Media Platform under the hood. This gives partners a fast path to add retail music licensing, ad-supported audio channels, and device management without building their own licensing and delivery stack. At the same time, the arrangement preserves an open posture: partners still integrate the platform through APIs and can present audio controls alongside their own dashboards. For retailers, that means a wider choice of vendors that can deliver synchronized screen-and-speaker campaigns, all backed by a shared, open media network rather than a slate of incompatible, closed systems.
Scaling Retail Media from Screens to Speakers
As retail media strategies move from online and on-screen ads into physical stores, in-store audio becomes both a branding tool and an inventory channel. Custom Channels’ platform is built to help retailers build and control that in-store media at scale. Central teams can define playlists, promotions, and ad breaks for thousands of locations while still allowing local zone control and on-site overrides where needed. Proof-of-play reporting across audio spots helps align in-store campaigns with larger omnichannel buys and measurement frameworks. Joe Comer, CEO of Custom Channels, frames the launch as an extension of the company’s promise to deliver “music without limits” into the retail media space. For retailers, the key gain is future-proofing: they can expand or replace CMS, DSP, or analytics partners over time, with retail music licensing and audio delivery remaining consistent underneath.
