Footprints AI partners with WMG Product & Services to develop retail media networks in Serbia and the Adria region
Bucharest, 13 October 2026 – Footprints AI and WMG Product & Services have entered into a partnership to help retailers in Serbia build and operate retail media networks across in-store, on-site and off-site channels. Footprints AI will provide the technology platform and marketplace, while WMG Product & Services will lead local advertising sales, campaign management, billing and reporting. The partnership will begin in Serbia, with expansion across the Adria region planned. The partnership is aimed at accelerating the development of the retail media market in the region and connecting retailers, brands and agencies through a single marketplace that currently covers more than 10,000 stores and 50 million shoppers, while more than 650 brands and 70 media agencies use the platform to plan and run campaigns.
The partnership brings together the technology and operational capabilities retailers need to develop an advertising business across their physical and digital channels. Through the Footprints AI platform, participating retailers can make advertising inventory available to brands and media agencies, while WMG Product & Services manages the local commercial and campaign operations.
For retailers, this model creates an opportunity to monetize their stores, screens, websites, apps and sales data across all three key retail media channels: in-store, on their own digital channels (onsite) and beyond them (offsite), while retaining full control over their own channels and data. The model enables brands and agencies to plan, buy and measure campaigns based on actual shopper behavior, linking advertising investment to concrete sales results.
“Retail media usually grows one retailer at a time, and that takes years. WMG Product & Services knows the advertisers and agencies in this region better than anyone, and our marketplace is live across more than 10,000 stores. Together we can take retailers and brands from first conversation to measured sales much faster,” said Dan Marc, Founder and CEO, Footprints AI.
The partnership also enables retailers to connect with advertiser demand more quickly. Retailers gain access to a modern technology solution for building their own retail media network, launched and managed on their behalf by WMG Product & Services, together with access to a broad base of advertisers, while brands and agencies gain unified access to retail media inventory and campaign measurement.
“Retailers in the region know their customers best, and with the right technology and team, they can turn that knowledge into a media business and an additional revenue stream. Together with Footprints AI, we are bringing them a proven platform, while WMG Product & Services takes over the operational management of the retail media network: advertising sales, campaign management and billing, both in-store and online and beyond their own channels,” said Aleksandar Petković, Head of Commercial Growth at WMG Product & Services.
The first retail media networks in Serbia are currently in the onboarding phase. Expansion into other Adria markets is planned during 2027.
About Footprints AI
Footprints AI operates the largest retail media marketplace in Central and Eastern Europe, with an active presence in Latin America and Central Asia. The platform connects more than 10,000 stores and 50 million shoppers, and more than 7,000 campaigns have so far been delivered through the platform for over 650 brands and 70 media agencies. The marketplace enables retailers to monetize their stores, screens, apps and sales data, while providing brands and agencies with the ability to plan, buy and measure campaigns based on actual shopper behavior. Footprints AI is headquartered in Bucharest.
Website: www.footprints-ai.com
About WMG Product & Services
WMG Product & Services provides strategic and technology solutions focused on sustainable growth and organizational transformation. The company develops digital ecosystems spanning platforms, data, monetization, marketing, growth and AdTech solutions, bringing together strategy, expertise and responsibility for delivery. WMG Product & Services is part of WMG (Wireless Media Group), headquartered in Belgrade, and in partnership with Footprints AI provides the technology solution for building and launching retail media networks.
Website: wm.group
Media contact
Daria Ungureanu
Content Specialist
+40726863905
Anita Mikulić
Corporate Communications Manager, WMG (Wireless Media Group)
+381 66 838 69 19
