retailmediatools enables retailers to launch and extend their own retail media platform to sell advertising solutions like sponsored products, display/native ads or personalized discounts to their suppliers. Features of retailmediatools include ad serving, ad auctioning, personalization, campaign management, event tracking, audience targeting, tenancy management, and more. All features are accessible via a self-service user interface or via programming interfaces (APIs). retailmediatools stands out especially for its modular approach and flexible API interfaces based on the modern architecture MACH (Microservices, API-First, Cloud Native, Headless). Instead of a strict "buy or make" decision, retailmediatools thus also enables a seamless extension of existing systems.