dmr Advertising, the retail media arm of DocMorris, has chosen Pentaleap as its technology partner to upgrade its retail media operations. Through a phased, low-risk transition, dmr is modernizing its stack while preserving business continuity for shoppers, internal teams, and brand partners, achieving immediate performance improvements and a stronger foundation for future expansion.
dmr Advertising recognized the need to evolve its retail media infrastructure to keep pace with growing demands from health, beauty, and lifestyle brand partners. Rather than a disruptive “rip and replace,” Pentaleap enabled a controlled, incremental migration. Initial collaboration focused on running Pentaleap alongside the existing system to boost relevance and user experience without interrupting operations. Positive early results led dmr to fully adopt Pentaleap’s platform, unlocking advanced tools for both internal teams and external advertisers.
“Pentaleap made it easy for us to future-proof our technology without taking big risks,” said Björn Wolak, Managing Director at dmr Advertising. “The transition was fast, smooth, and delivered immediate performance improvements.”
With Pentaleap’s Campaign Manager now in place, brands benefit from a streamlined, intuitive interface to plan, launch, and optimize campaigns more cost-effectively. Pentaleap’s real-time bidding (RTB) capabilities further integrate dmr’s inventory with major demand-side platforms, meeting advertisers where they already operate. This combination enhances campaign accessibility, transparency, and performance while reducing operational friction for dmr.
“dmr shows that retailers can move to a modern retail media stack without taking a risky rip and replace approach,” said Andreas Reiffen, CEO and Co-founder of Pentaleap. “By adopting Pentaleap step-by-step, they’ve built a strong foundation that sets them up for future success.”
dmr joins a growing list of leading retailers leveraging Pentaleap’s modular platform to replace legacy systems with open, efficient retail media technology that delivers exceptional shopping experiences and revenue growth.
About dmr Advertising
dmr Advertising is the retail media unit of DocMorris, a leading company in the fields of online pharmacy, telemedicine and marketplace. Together with its advertising partners from the health, beauty and lifestyle sectors, dmr Advertising develops holistic, data-driven media campaigns across various advertising channels. This combines effective solutions for all marketing touchpoints, valuable first-party data and data protection-compliant targeting.
About Pentaleap
Pentaleap is leading retail media towards an open, efficient ecosystem. Its modular retail media platform delivers stellar shopping experiences, makes advertisers happy, and drives hundreds of millions in revenue for world-class retail media networks like The Home Depot, CVS and Macy's.
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