Part of Uncommon Group

Strategic consultancy for retail media, AdTech, and commercial growth.

We help retailers, platforms and media owners build the capabilities and partnerships to compete in the modern media economy.

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Uncommon Media

Operators, not observers. Strategists with scar tissue.

Uncommon Media is part of the Uncommon Group, run by media and AdTech veterans with decades of experience building and scaling media-related businesses around the world. We have media in our DNA.

We are pragmatic, strategic, and hands-on. That means we leverage extensive industry experience to provide actionable insights, guiding clients through the complexities of retail media and AdTech with real-world examples of successful initiatives. We do not write strategy decks and walk away. We help you build, implement, and scale.

Operator experience

Our team has built, run, and scaled media businesses. We have held P&L responsibility, launched retail media offerings, and integrated AdTech platforms. This is not theoretical expertise.

Technology fluency

We understand the technical architecture of modern media ecosystems. From SSPs and DSPs to clean room integration and measurement frameworks, we speak the language and know what is possible.

Execution focus

Strategy without execution is worthless. We work alongside your teams to implement, test, optimize, and scale. Our engagements are measured by outcomes, not deliverables.

What We Do

Three core service areas. One integrated approach.

01

Retail Media Strategy

Comprehensive retail media strategy development for retailers, marketplaces, and commerce platforms. We help you build monetization capabilities that turn first-party data and owned inventory into sustainable revenue streams.

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02

AdTech & Platform Consulting

From technology selection to implementation and optimization, we provide end-to-end support for AdTech initiatives. Whether you are building, buying, or integrating platforms, we ensure your technology choices align with your business model and scale requirements.

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03

Offshoring & Operational Excellence

Customized offshoring strategies that improve operational efficiency and reduce costs without compromising quality. We help you build high-performing offshore teams in APAC for media operations, campaign management, analytics, and technical support.

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How We Work

A proven approach to delivering results.

Our engagements are designed to deliver value quickly while building sustainable capabilities within your organization.

01

Discovery

Understand your business model, market position, and strategic objectives. Define success metrics and engagement scope.

02

Strategy

Develop actionable recommendations grounded in market reality and technical feasibility. Prioritize initiatives by impact and effort.

03

Implementation

Work alongside your teams to execute. Provide hands-on support for vendor selection, integration, and launch activities.

04

Optimization

Monitor performance, iterate based on data, and transfer knowledge to ensure your team can sustain momentum independently.

Service

Retail Media Strategy & Execution

Retail media has emerged as one of the fastest-growing channels in digital advertising. Retailers and commerce platforms sitting on valuable first-party data and owned inventory now have the opportunity to build significant new revenue streams. But success requires more than installing an ad server.

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Uncommon Media helps retailers, marketplaces, and commerce platforms build retail media capabilities that are strategically positioned, technically sound, and commercially viable.

Our Approach

Market Positioning

Define your unique value proposition, competitive positioning, and target advertiser segments. Establish pricing models and commercial terms that reflect market reality.

Inventory Architecture

Map available inventory across owned and operated properties. Design measurement frameworks that balance advertiser needs with data privacy requirements.

Technology Selection

Evaluate build vs. buy decisions. Assess platform vendors against your specific requirements. Oversee implementation and integration.

Go-to-Market Strategy

Develop sales enablement materials, case studies, and advertiser onboarding processes. Design partnership structures for agencies and trading desks.

Who We Work With

  • Retailers launching first retail media offerings
  • Established retail media networks scaling operations
  • Marketplaces and commerce platforms monetizing traffic
  • Private equity firms evaluating retail media investments

Key Deliverables

Market positioning documentation, proposition design, inventory architecture, measurement frameworks, go-to-market planning, partnership strategy, revenue forecasts, and business cases.

Service

AdTech & Commercial Growth Consulting

The advertising technology landscape is complex, fragmented, and constantly evolving. Whether you are a publisher building programmatic capabilities, an advertiser optimizing media technology, or a platform navigating partnerships and integrations, strategic support from people who have operated in these environments makes the difference between success and expensive missteps.

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Consulting Services

Technology Selection

Independent assessment of AdTech platforms and vendors. RFP design and management. Commercial negotiation support. Technical due diligence.

Revenue Architecture

Design of programmatic revenue strategies for publishers and platforms. Yield optimization. Header bidding strategy. Private marketplace development.

Partnership Development

Identification and evaluation of strategic partners. Commercial structuring. Integration planning. Performance frameworks.

Market Entry & Expansion

Market assessment and opportunity sizing. Competitive analysis. Go-to-market strategy. Regulatory and compliance guidance.

Areas of Expertise

  • Programmatic advertising (SSPs, DSPs, ad exchanges)
  • Header bidding and yield optimization
  • Data clean rooms and measurement frameworks
  • Attribution modeling and analytics
  • M&A and investment due diligence
  • Post-merger integration planning
Service

Offshoring Solutions for Media Operations

Effective offshoring is not about cheap labor. It is about accessing specialized capabilities, building operational resilience, and creating teams that deliver consistent quality at scale. With deep experience establishing offshore operations in APAC, we help media businesses, agencies, and platforms build high-performing distributed teams.

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Our Offshoring Approach

Strategic Planning

Identify which functions and roles are suitable for offshoring. Design team structures that balance cost efficiency with operational effectiveness.

Recruitment & Team Building

Leverage our network in the Philippines and broader Southeast Asia to identify qualified candidates. Support interview processes and onboarding.

Process Documentation

Create comprehensive process documentation. Establish quality control frameworks. Design training programs that enable independent operation.

Cultural Integration

Bridge cultural differences between onshore and offshore teams. Establish communication rhythms and collaboration tools.

Common Offshore Functions

  • Campaign trafficking and optimization
  • Ad operations and quality assurance
  • Data analysis and reporting
  • Creative production and localization
  • Customer support and client services
  • Technical support and platform administration
Our Ecosystem

Technology & Platform Partners

We work with best-in-class technology platforms across the retail media and advertising ecosystem. Our partnerships enable independent, informed guidance on platform selection and implementation.

Our Partner Network

Adhese

Retail Media Ad Serving Platform

Uncommon Media are proud to be the value-added partner for Adhese in the APAC region. Adhese is a leading European provider of a flexible platform for large publishers and retail media owners to manage media monetization. In operation since 2005, Adhese is supported by Ahold Delhaize as minority stakeholder, underscoring their credibility and financial stability in the market.

AdFixus

Privacy-Centric Identity Solutions

AdFixus is a technology company specializing in privacy-first identity solutions for the digital advertising ecosystem. With offices in Sydney and Singapore, AdFixus empowers businesses to harness their first-party data while maintaining user privacy and compliance with evolving regulations. Their innovative, cookieless approach enables brands and publishers to build trust with their audiences while optimizing ad performance and measurement.

Last Yard

Retail Marketing Automation

Last Yard is a cutting-edge retail marketing automation platform that empowers retailers to streamline their in-store marketing operations. By digitizing traditional point-of-sale workflows, Last Yard enhances efficiency, ensures brand consistency, and enables real-time updates across retail networks. Their cloud-based solution integrates seamlessly with existing retail systems, reducing complexity and improving execution speed for promotions, pricing, and compliance.

Gravitas

Enterprise Commerce & Technology Solutions

Gravitas is a specialist technology consultancy that helps businesses navigate the complexities of enterprise commerce. With deep expertise in digital transformation, system integration, and omnichannel retail solutions, Gravitas enables brands to optimize their e-commerce and in-store operations. Their tailored approach ensures seamless connectivity between technology, data, and customer experience.

Scala

Digital Signage & Customer Experience Solutions

Scala is a global leader in digital signage and intelligent visual communication solutions. With a presence in over 100 countries, Scala empowers brands to deliver dynamic, personalized experiences through scalable digital displays, interactive kiosks, and in-store media networks. Their platform seamlessly integrates with data sources to deliver targeted content that enhances customer engagement and drives in-store conversion.

Smartsign

Digital Signage Platform

Smartsign is a digital signage platform with 28 years of experience helping retailers boost sales through dynamic in-store displays. It makes creating, scheduling, and updating content simple across all screens, from windows to point-of-sale. Our Adhese integration offers advanced ad-serving and programmatic advertising for better screen monetization. With local Australian support, Smartsign delivers consistent, engaging messaging that enhances customer experience.

Broadsign

Digital Out-of-Home & Retail Media Platform

Broadsign is a leading digital out-of-home and retail media technology platform that helps media owners, retailers, and advertisers manage, sell, and optimize screen-based advertising at scale. Its products support campaign planning, inventory management, programmatic activation, and playback across in-store and out-of-home networks, enabling more efficient monetization and measurable audience engagement.

Industry Leadership

Industry Affiliations

IAB Australia Retail Media Working Group

The IAB Australia Retail Media Working Group brings together leading voices from the retail media ecosystem to establish industry standards, best practices, and measurement frameworks that support sustainable growth. With representation from retailers, agencies, and technology providers, the group fosters collaboration and thought leadership across the evolving retail media landscape.

Uncommon Media is proud to contribute to this initiative through the active participation of our founder and Managing Director of Uncommon Group, Kees de Jong, who serves as a member of the Working Group.

Knowledge

Insights on retail media, AdTech, and growth.

Perspectives from decades of building and scaling media businesses. No fluff, no trend-chasing. Just practical insights grounded in real-world experience.

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Insights · Apr 7, 2026

Why Retailers Need Specialist Consultants for Retail Media

By Kees de Jong Principal Consultant : AdTech / Media / Retail Media / Talent Why Retailers Should Consider Specialist Consultants Over Traditional Management…

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Insights · Apr 7, 2026

Navigating Retail Media Success

By Kees de Jong Principal Consultant : AdTech / Media / Retail Media / Talent Introduction: As retailers and brands increasingly look to monetize…

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Insights · Apr 7, 2026

Tech Stack Puzzle

By Kees de Jong Principal Consultant : AdTech / Media / Retail Media / Talent Retail Media: In-Housing, Outsourcing, and the Tech Stack puzzle.…

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Insights · Mar 26, 2026

The TCF Ruling Was Inevitable, and It’s a Good Thing for Retail Media

By Kees de Jong Principal Consultant : AdTech / Media / Retail Media / Talent The recent decision by the Belgian Market Court to…

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Get in Touch

Let's discuss your requirements.

Whether you are exploring retail media opportunities, evaluating AdTech platforms, or looking to establish offshore operations, we are happy to have an initial conversation about your specific situation and how we might help.

Email: hello@uncommon-media.com Web: www.uncommon-media.com Part of: Uncommon Group