Shell appoints RetailMedia.One as exclusive retail media partner

As of August 29, 2025, Shell Netherlands has transferred all retail media activities to RetailMedia.One, which becomes exclusively responsible for managing the media channels at Shell service stations across the Netherlands. The partnership includes the sale of existing digital screens, audio advertising, and new measurement products. Shell attracts approximately 2.5 million visitors each week, who spend an average of over eight minutes on-site. The screen network will expand in the coming period from over 650 to more than 1,000 displays by early 2026, including new installations at electric charging points. RetailMedia.One previously developed the ‘station takeover’ format together with Shell, allowing advertisers to use all screens at a single location.