Question 1

What is retail media?

Accepted Answer

Retail media is the practice of retailers selling advertising space to brands within their own channels — including in-store digital screens, audio systems, websites, and apps. It allows retailers to monetise their customer touchpoints while giving brands access to highly targeted, purchase-intent audiences at the point of sale. Retail media is one of the fastest-growing advertising categories globally, projected to exceed $100 billion in annual spend by 2026.

Question 2

What is a retail media CMS?

Accepted Answer

A retail media CMS (Content Management System) is a software platform that enables retailers to manage, schedule, and monetise advertising content across their in-store digital screen and audio networks. Unlike general-purpose digital signage software, a retail media CMS is purpose-built for advertising operations — including campaign booking, audience targeting, proof-of-play reporting, and programmatic demand integration. Adflux CMS is an example of a dedicated retail media CMS.

Question 3

What is DOOH advertising?

Accepted Answer

DOOH stands for Digital Out-of-Home advertising — any digital advertising displayed in public or retail environments outside the home. This includes digital billboards, transit screens, airport displays, and in-store retail media screens. Programmatic DOOH (pDOOH) refers to DOOH inventory that is bought and sold through automated real-time bidding (RTB) auctions, connecting screen networks to global demand-side platforms (DSPs).

Question 4

What is proof-of-play in digital signage?

Accepted Answer

Proof-of-play (PoP) is a verified record confirming that a specific advertisement was displayed on a specific screen at a specific time and duration. It is the digital signage equivalent of a broadcast affidavit — essential for billing advertisers and demonstrating campaign delivery. Adflux CMS generates automated proof-of-play logs for every campaign, providing auditable records that retailers can share with brand advertisers.

Question 5

What is an SSP in retail media?

Accepted Answer

An SSP (Supply-Side Platform) is technology that enables media owners — in this case, retailers with digital screen networks — to manage and sell their advertising inventory to multiple buyers simultaneously through automated auctions. The Adflux SSP connects retail media screen inventory to 35+ global DSPs (Demand-Side Platforms), running real-time bidding auctions to maximise the CPM (cost per thousand impressions) yield for each available impression.

Question 6

How does programmatic advertising work in retail media?

Accepted Answer

In retail media, programmatic advertising works by connecting a retailer's digital screen inventory to an SSP, which then runs real-time bidding (RTB) auctions whenever a screen becomes available to display an ad. DSPs representing brand advertisers submit bids in milliseconds, and the highest qualifying bid wins the impression. The winning creative is delivered to the screen, and the transaction is logged for billing and reporting. Adflux's RTB engine processes auctions in under 50ms.

Question 7

What is the difference between a DSP and an SSP?

Accepted Answer

A DSP (Demand-Side Platform) is used by advertisers and agencies to buy digital advertising inventory across multiple channels. An SSP (Supply-Side Platform) is used by media owners (publishers, retailers) to sell their inventory to multiple buyers. In a programmatic transaction, the DSP bids on behalf of the advertiser, and the SSP manages the auction on behalf of the media owner. Adflux operates as an SSP — representing retailers' screen inventory in the marketplace.

Question 8

What is a retail media network?

Accepted Answer

A retail media network (RMN) is a retailer's owned advertising platform — the combination of physical screens, audio systems, digital channels, and technology that allows the retailer to sell advertising to brands. Examples include Woolworths Everyday Media, Coles 360, and Amazon Advertising. Adflux CMS provides the technology infrastructure for retailers to build and operate their own retail media network.

Question 9

What is CPM in retail media?

Accepted Answer

CPM stands for Cost Per Mille — the price an advertiser pays for one thousand advertising impressions. In retail media, an impression is typically defined as one person viewing a digital screen for a minimum dwell time (usually 1–3 seconds). CPM is the standard pricing unit for programmatic retail media transactions. Adflux Attention Analytics provides verified impression counts that retailers use to calculate and justify their CPM rates.

Question 10

What is closed-loop attribution in retail media?

Accepted Answer

Closed-loop attribution is the ability to directly connect advertising exposure to actual purchase outcomes using a retailer's own transaction data. For example, a retailer can measure whether shoppers who saw a brand's in-store digital ad were more likely to purchase that brand's product during the same visit. This is one of retail media's most powerful advantages over other advertising channels — the retailer controls both the advertising platform and the sales data.

Question 11

What is Adflux CMS?

Accepted Answer

Adflux CMS is a cloud-based retail media operating system designed for retailers, shopping centres, and out-of-home media owners who manage in-store digital screen and audio networks. The platform covers the full retail media lifecycle: content management, campaign scheduling, programmatic SSP monetisation, AI-powered audience measurement (Attention Analytics), in-store audio management, and remote device monitoring — all from a single dashboard.

Question 12

Who is Adflux CMS designed for?

Accepted Answer

Adflux CMS is designed for retailers, shopping centre operators, and out-of-home media owners who operate in-store digital screen and/or audio networks. This includes supermarkets, pharmacies, hardware retailers, fashion retailers, petrol stations, and any other physical retail environment with digital advertising infrastructure. The platform scales from single-site operators to national networks with thousands of screens.

Question 13

What are the main features of Adflux CMS?

Accepted Answer

Adflux CMS includes six core capability areas: (1) Digital screen content management and campaign scheduling; (2) Programmatic SSP with connections to 35+ global DSPs; (3) Attention Analytics for AI-powered audience measurement; (4) In-store audio management for background music and audio advertising; (5) Remote device monitoring for screen fleet management; and (6) Proof-of-play reporting for campaign verification and advertiser billing.

Question 14

Is Adflux CMS cloud-based?

Accepted Answer

Yes. Adflux CMS is a fully cloud-based SaaS platform, meaning there is no on-premise server infrastructure required. The platform is accessible via a web browser from any location, and all screen management, campaign scheduling, and reporting functions are handled through the cloud. Screen players connect to the Adflux cloud platform over standard internet connections.

Question 15

What types of screens does Adflux CMS support?

Accepted Answer

Adflux CMS supports a wide range of digital screen formats common in retail environments, including large-format LED displays, LCD screens, video walls, shelf-edge displays, and digital menu boards. The platform is hardware-agnostic and can be integrated with most commercial digital signage players running Android or Windows operating systems.

Question 16

Can Adflux CMS manage both screens and audio from one platform?

Accepted Answer

Yes. Adflux CMS is one of the few retail media platforms that natively manages both digital screen networks and in-store audio systems from a single unified dashboard. This allows retailers to coordinate screen and audio campaigns, run synchronised audio-visual promotions, and report on both channels through a single interface — simplifying operations and reducing the need for multiple vendor relationships.

Question 17

Does Adflux CMS integrate with existing retail technology?

Accepted Answer

Adflux CMS is designed to integrate with existing retail technology ecosystems. The platform supports API-based integrations with retail ERP systems, loyalty platforms, and digital signage hardware. For programmatic monetisation, Adflux connects to the broader adtech ecosystem through standard OpenRTB protocols, enabling compatibility with all major DSPs without custom development.

Question 18

Does Adflux CMS have a brand or supplier self-serve portal?

Accepted Answer

Yes. Adflux CMS includes a dedicated brand and supplier portal that allows FMCG brands and advertising agencies to self-serve their campaign bookings without requiring direct involvement from the retailer's media team. Brands can select screen locations, set campaign budgets, upload creatives, and view real-time campaign performance reports — reducing the operational overhead for retailers while improving the buying experience for brands.

Question 19

Is Adflux CMS ISO 27001 certified?

Accepted Answer

Yes. Adflux CMS is ISO 27001 certified, demonstrating that the platform meets the international standard for information security management systems. This certification is increasingly required by enterprise retailers and shopping centre operators as a condition of vendor approval. ISO 27001 certification covers data handling, access controls, incident response, and business continuity practices.

Question 20

What DSPs does Adflux connect to?

Accepted Answer

Adflux's programmatic SSP connects to 35+ global demand-side platforms, including The Trade Desk, Google DV360, Xandr, MediaMath, Verizon Media, and many others. The platform uses standard OpenRTB protocols, which means any DSP that supports programmatic DOOH can connect to Adflux inventory without custom integration work.

Question 21

What is a waterfall model and why is RTB better?

Accepted Answer

A waterfall model is a sequential method of selling advertising inventory where each demand source is offered the inventory one at a time, in a fixed priority order. This approach is inefficient because lower-priority buyers never compete with higher-priority ones, resulting in suboptimal yield. RTB (Real-Time Bidding) auctions all demand sources simultaneously, ensuring the highest-value bid always wins. Adflux's unified RTB auction typically delivers 30–80% CPM uplift compared to waterfall models.

Question 22

Is Adflux a neutral SSP?

Accepted Answer

Yes. Adflux operates as a 100% neutral SSP — meaning Adflux does not own any advertising inventory itself and does not compete with its retail media clients for demand. This is an important distinction from some retail media technology providers that operate their own media networks alongside their technology platform. Adflux's sole commercial interest is in maximising yield for the retailers it serves.

Question 23

How fast is Adflux's RTB auction engine?

Accepted Answer

Adflux's RTB auction engine processes bids and returns winning decisions in under 50 milliseconds — well within the industry-standard 100ms timeout required by DSPs. This low latency ensures maximum bid participation from demand partners, which directly translates to higher fill rates and better CPM yields for retailers.

Question 24

Can I set floor prices for my programmatic inventory?

Accepted Answer

Yes. Adflux CMS allows retailers to set floor prices (minimum CPM thresholds) for their programmatic inventory at the network, location, screen, or daypart level. Floor prices protect the value of premium inventory and ensure that remnant programmatic demand does not undercut direct-sold campaign rates. Floor prices can be adjusted in real time through the Adflux dashboard.

Question 25

What is OpenRTB and does Adflux support it?

Accepted Answer

OpenRTB is the open industry standard protocol for real-time bidding transactions between SSPs and DSPs. It defines the format for bid requests, bid responses, and win notifications. Adflux fully supports OpenRTB 2.5 and 3.0, ensuring compatibility with all major DSPs and demand aggregators in the programmatic DOOH ecosystem without requiring custom integrations.

Question 26

Can I run direct-sold and programmatic campaigns simultaneously?

Accepted Answer

Yes. Adflux CMS supports a unified campaign hierarchy that manages both direct-sold (IO-based) campaigns and programmatic demand in the same scheduling system. Direct-sold campaigns are given priority based on guaranteed delivery commitments, while programmatic demand fills remaining inventory through RTB auctions. The system prevents conflicts and ensures guaranteed campaigns are always delivered in full.

Question 27

What is Attention Analytics in Adflux CMS?

Accepted Answer

Adflux Attention Analytics is an AI-powered audience measurement system that quantifies the number of people who see, and pay attention to, retail media screens. The system uses either AI computer vision cameras (for full demographic and attention data) or Bluetooth sensors (for camera-free impression counting) to generate verified audience metrics. This data enables retailers to sell advertising on a CPM (cost per thousand impressions) basis with independently verified audience numbers.

Question 28

Is Adflux Attention Analytics privacy-compliant?

Accepted Answer

Yes. Adflux Attention Analytics is designed with privacy as a core principle. The AI vision system does not capture, store, or transmit any personally identifiable information (PII). The system counts and classifies people in aggregate — it does not perform facial recognition or individual tracking. All data processing complies with Australian Privacy Act requirements and is compatible with GDPR principles for international deployments.

Question 29

What data does Attention Analytics provide?

Accepted Answer

Adflux Attention Analytics provides impression counts (number of people who viewed a screen), dwell time (average time spent in front of the screen), attention metrics (percentage of viewers who looked directly at the screen), demographic breakdowns (age range and gender estimates), and content effectiveness scores (which creatives performed best with which audience segments). All metrics are available in real time and exportable for advertiser reporting.

Question 30

Does Attention Analytics require cameras?

Accepted Answer

No. Adflux offers two Attention Analytics deployment options: a camera-based option using AI computer vision for full demographic and attention data, and a camera-free option using Bluetooth audience sensors for impression counting without any cameras. The camera-free option is suitable for retailers with privacy policies that preclude in-store cameras, or for locations where camera installation is impractical.

Question 31

How accurate is Adflux Attention Analytics?

Accepted Answer

Adflux Attention Analytics uses trained AI models to measure audience impressions with accuracy rates above 95% for impression counting in standard retail lighting conditions. Demographic classification (age range and gender) achieves accuracy comparable to industry benchmarks for computer vision systems. All accuracy metrics are validated through periodic third-party audits.

Question 32

Can Attention Analytics data be used for advertiser reporting?

Accepted Answer

Yes. Attention Analytics data is integrated directly into Adflux's campaign reporting module, allowing retailers to provide brands with verified audience impression reports alongside proof-of-play logs. This combination of delivery verification (proof-of-play) and audience measurement (Attention Analytics) gives retail media networks the same reporting credibility as broadcast and digital advertising channels.

Question 33

What is in-store audio advertising?

Accepted Answer

In-store audio advertising is the broadcast of brand-sponsored audio messages, promotional announcements, and branded music playlists through a retail store's speaker system. It is one of the most effective in-store advertising formats because it reaches shoppers throughout the entire store — not just those standing in front of a screen. Audio advertising is particularly effective for driving impulse purchases and reinforcing brand messages at the point of sale.

Question 34

Can Adflux Audio manage background music as well as ads?

Accepted Answer

Yes. Adflux Audio manages both background music playlists and advertising spots within a single platform. Retailers can configure music-to-ad ratios, set daypart schedules (different music and ad mixes for morning, afternoon, and evening), apply brand safety rules to ensure appropriate content, and manage multi-zone audio (different content in different areas of the store). This eliminates the need for separate music licensing and audio advertising platforms.

Question 35

Does Adflux Audio support programmatic audio advertising?

Accepted Answer

Yes. Adflux Audio includes programmatic integration for in-store audio inventory, enabling retailers to monetise unsold audio spots through automated demand from programmatic audio DSPs. This is a relatively new capability in the retail media space and represents a significant incremental revenue opportunity for retailers who already have managed audio infrastructure.

Question 36

What audio hardware does Adflux support?

Accepted Answer

Adflux Audio is compatible with most commercial in-store audio systems, including IP-based audio distribution systems and traditional analogue speaker networks with digital media players. The platform supports standard audio formats (MP3, WAV, AAC) and integrates with commercial audio player hardware from leading manufacturers. Adflux can advise on compatible hardware during the implementation process.

Question 37

Can I run different audio content in different store zones?

Accepted Answer

Yes. Adflux Audio supports multi-zone scheduling, allowing retailers to run different music playlists and advertising content in different areas of the store simultaneously. For example, a supermarket could run produce-focused audio promotions near the fresh food section while playing different content near the checkout area. Zone configurations can be managed centrally across all stores from the Adflux dashboard.

Question 38

How is Adflux CMS priced?

Accepted Answer

Adflux CMS is priced on application, with custom quotes based on the size of your screen network, the capabilities required, and the scale of your retail media operations. Adflux offers two primary plan tiers: the Standard plan for retailers focused on digital signage management and content scheduling, and the Retail Media plan for retailers who want to activate programmatic monetisation and audience measurement. Contact the Adflux team for a tailored quote.

Question 39

How do I get started with Adflux CMS?

Accepted Answer

The best first step is to request a demo through the Adflux website. The Adflux team will conduct a discovery session to understand your screen network, current technology stack, and retail media objectives — then provide a tailored platform demonstration and commercial proposal. Onboarding typically includes platform configuration, screen player setup, DSP connections, and staff training, with dedicated support throughout the implementation process.

Question 40

How long does it take to implement Adflux CMS?

Accepted Answer

Implementation timelines vary depending on the size and complexity of the screen network. For a single-site or small network deployment, Adflux CMS can typically be operational within 2–4 weeks. For larger national rollouts with programmatic SSP activation and Attention Analytics integration, implementation typically takes 6–12 weeks. Adflux provides a dedicated implementation team to manage the process end-to-end.

Question 41

Is there a minimum screen count to use Adflux CMS?

Accepted Answer

There is no strict minimum screen count. Adflux CMS is designed to scale from small single-site deployments to national networks with thousands of screens. However, the full value of the Retail Media plan — particularly programmatic SSP monetisation — becomes most compelling at 20+ screens, where the audience scale is sufficient to attract meaningful programmatic demand.

Question 42

Does Adflux offer a free trial or proof of concept?

Accepted Answer

Adflux offers a structured proof-of-concept (POC) engagement for qualifying retailers. A POC typically involves deploying the platform across a subset of screens at one or two sites to demonstrate performance, integration, and commercial outcomes before a full rollout commitment. Contact the Adflux team to discuss whether a POC is appropriate for your situation.

Question 43

What hardware do I need to run Adflux CMS?

Accepted Answer

To run Adflux CMS, you need: (1) digital screens (any commercial display), (2) a media player for each screen (Android or Windows-based), and (3) a reliable internet connection at each site. For Attention Analytics, you also need compatible cameras or Bluetooth sensors. Adflux is hardware-agnostic and works with most commercial-grade digital signage players. The Adflux team can recommend compatible hardware during the onboarding process.

Question 44

What internet speed is required for Adflux CMS?

Accepted Answer

Adflux CMS requires a minimum of 10 Mbps per screen for reliable content delivery, with 25 Mbps or higher recommended for 4K content or locations with multiple screens. The platform uses intelligent content caching — downloading content to the player during off-peak hours — so temporary internet outages do not interrupt scheduled playback. A stable connection is required for real-time reporting and remote monitoring.

Question 45

Does Adflux CMS work if the internet connection drops?

Accepted Answer

Yes. Adflux media players use local content caching, meaning all scheduled content is downloaded and stored on the player device before playback. If the internet connection drops, the player continues to play the scheduled content from its local cache. Once the connection is restored, the player syncs with the Adflux cloud platform to receive any updated content or schedule changes. This ensures uninterrupted playback even in locations with unreliable connectivity.

Question 46

What operating systems do Adflux media players support?

Accepted Answer

Adflux CMS supports media players running Android (version 7.0 and above) and Windows (version 10 and above). Android-based players are the most common choice for retail deployments due to their lower cost, compact form factor, and reliability. Windows-based players are typically used for high-performance applications such as interactive kiosks or complex multi-screen video wall configurations.

Question 47

Can I use my existing screens and players with Adflux CMS?

Accepted Answer

In most cases, yes. If your existing screens are connected to Android or Windows media players, Adflux CMS can typically be deployed on them by installing the Adflux player application. Compatibility depends on the hardware specifications and operating system version. The Adflux team will assess your existing hardware during the discovery phase and advise on compatibility or any required upgrades.

Question 48

Does Adflux provide remote monitoring for screen hardware?

Accepted Answer

Yes. Adflux CMS includes a remote monitoring dashboard that provides real-time visibility into the health and status of every screen player in your network. The dashboard shows online/offline status, content playback status, storage usage, and system alerts. Automated alerts notify your operations team when a player goes offline or encounters a fault, enabling rapid response without requiring physical site visits.

Question 49

What screen sizes and orientations does Adflux support?

Accepted Answer

Adflux CMS supports all standard screen sizes and both landscape and portrait orientations. The platform's content management system allows you to create and assign content templates for each screen size and orientation, ensuring that creative assets are displayed correctly regardless of the physical screen configuration. Multi-screen video wall configurations are also supported.

Question 50

How much revenue can a retail media network generate?

Accepted Answer

Revenue potential varies significantly based on screen count, audience volume, location quality, and the maturity of the retail media sales operation. A supermarket with 50 screens across 10 stores and 500,000 weekly shoppers could realistically generate $500,000–$2,000,000 AUD annually from a combination of direct-sold brand campaigns and programmatic demand. Adflux can model revenue projections based on your specific network characteristics during the discovery phase.

Question 51

How do I measure the ROI of retail media screens?

Accepted Answer

ROI on retail media screens is measured across three dimensions: (1) advertising revenue generated from brand campaigns and programmatic demand; (2) operational savings from replacing static printed signage with dynamic digital content; and (3) sales uplift attributable to digital advertising campaigns, measured through closed-loop attribution using POS transaction data. Adflux's reporting module provides data for all three dimensions.

Question 52

What reporting does Adflux CMS provide?

Accepted Answer

Adflux CMS provides comprehensive reporting across campaign delivery (proof-of-play logs, impression counts, fill rates), audience measurement (Attention Analytics data including demographics and dwell time), programmatic performance (CPM, revenue, DSP breakdown), and network health (screen uptime, player status). Reports are available in real time through the dashboard and can be exported in standard formats for sharing with brand advertisers.

Question 53

Can I share campaign reports with brand advertisers?

Accepted Answer

Yes. Adflux CMS allows retailers to generate branded campaign performance reports that can be shared directly with brand advertisers. These reports include proof-of-play verification, audience impression data from Attention Analytics, and CPM performance metrics. Providing transparent, verified reporting to brands is essential for building long-term advertiser relationships and justifying premium CPM rates.

Question 54

What is a typical CPM rate for in-store retail media?

Accepted Answer

In-store retail media CPM rates vary by location quality, audience demographics, and screen format, but typically range from $15–$60 AUD CPM for direct-sold campaigns in Australian supermarket and shopping centre environments. Premium locations (checkout areas, high-traffic entrance zones) command higher CPMs. Programmatic demand typically fills at $5–$20 CPM, representing incremental revenue from inventory that would otherwise go unsold.

Question 55

How does Adflux measure campaign effectiveness?

Accepted Answer

Adflux measures campaign effectiveness through a combination of delivery metrics (proof-of-play, fill rate, impressions delivered vs. booked), audience metrics (verified impressions from Attention Analytics, dwell time, attention rate), and where available, sales attribution data from POS integration. These metrics allow retailers to demonstrate the value of their retail media network to brand advertisers with the same rigour expected in digital advertising.

Question 56

What does the Adflux onboarding process involve?

Accepted Answer

The Adflux onboarding process includes five stages: (1) Discovery — understanding your screen network, technology stack, and retail media objectives; (2) Platform configuration — setting up your Adflux account, screen hierarchy, and content zones; (3) Hardware deployment — installing or configuring media players and (if applicable) Attention Analytics cameras; (4) DSP connections — activating programmatic demand partners; and (5) Training — onboarding your team on platform operation and campaign management.

Question 57

Does Adflux provide training for my team?

Accepted Answer

Yes. Adflux provides comprehensive training for all platform users as part of the onboarding process. Training is tailored to different user roles — operations teams learn content scheduling and screen management, sales teams learn campaign setup and reporting, and technical teams learn player management and API integrations. Training is delivered through a combination of live sessions and self-paced documentation.

Question 58

What ongoing support does Adflux provide?

Accepted Answer

Adflux provides ongoing technical support through a dedicated support portal, email, and phone. Support tiers vary by plan — the Retail Media plan includes priority support with guaranteed response times and a dedicated account manager. All plans include access to the Adflux knowledge base, software updates, and platform maintenance. Adflux also provides proactive monitoring of your screen network and alerts your team to any issues before they impact campaign delivery.

Question 59

Can Adflux integrate with my existing digital signage players?

Accepted Answer

Adflux CMS can integrate with existing digital signage players running Android 7.0+ or Windows 10+. The integration involves installing the Adflux player application on compatible devices. For players running proprietary operating systems or older software, a hardware upgrade may be required. The Adflux technical team will assess compatibility during the discovery phase and provide a clear upgrade path if needed.

Question 60

Is Adflux CMS available in Australia and New Zealand?

Accepted Answer

Yes. Adflux CMS is headquartered in Australia and is purpose-built for the APAC retail market. The platform is fully supported in Australia and New Zealand, with local implementation teams, Australian-based support, and commercial terms in AUD. Adflux also supports deployments in other APAC markets including Singapore, Malaysia, and the Philippines.

Question 61

What security certifications does Adflux hold?

Accepted Answer

Adflux CMS is ISO 27001 certified, demonstrating compliance with the international standard for information security management. The platform uses industry-standard encryption for data in transit (TLS 1.3) and at rest (AES-256), role-based access controls, and regular security audits. ISO 27001 certification is increasingly required by enterprise retailers and shopping centre operators as a vendor approval condition.

Question 62

Can multiple users access the Adflux platform simultaneously?

Accepted Answer

Yes. Adflux CMS supports multi-user access with role-based permissions. Different team members can be assigned roles such as administrator, campaign manager, content editor, or reporting viewer — each with appropriate access to platform features. For retailers with multiple sites or business units, the platform supports hierarchical access controls so regional managers can only see and manage their assigned locations.

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