Topsort acquires Phuzion Media to enter UK retail media market

Topsort completed its first acquisition on October 15, 2025, purchasing UK-based Phuzion Media to establish a foothold in one of the world's most advanced retail media markets. The artificial intelligence and auction-based retail media infrastructure company appointed Stefano Biondi, cofounder of Phuzion Media, as General Manager UK to lead the company's expansion efforts in the region.

The acquisition marks Topsort's formal entry into a UK market that reached £1.5 billion in retail media spending during the first half of 2025, driven by programmatic trading that now represents 78% of digital display spend. UK digital advertising expenditure is forecast to reach £45 billion by 2026, with retail media serving as a primary growth driver alongside TV+ format expansion.

Phuzion Media has worked with major UK retailers including Tesco, Waitrose, Boots, Marks & Spencer, Very, and Argos. The company focused on making offline retail media measurable through image recognition technology, providing Topsort with established client relationships and market knowledge that will accelerate its UK expansion.

"Topsort was born global from day one and what amazes us is how the challenges differ and stay consistent on a daily basis across the vast diversity of retailers we work with," said Regina Ye, CEO of Topsort. "The UK is both a familiar and new market for us across the pond as a Silicon Valley-born company, and home to many iconic retailers and legends in the retail media world."

The acquisition positions Topsort to compete more directly with established retail media technology providers. The company already works with leading global retailers and marketplaces including DoorDash, Poshmark, Coles, and LG, with operations in 40+ markets globally between brands and retailers.

"Joining Topsort is a natural evolution of Phuzion Media's journey," said Stefano Biondi. "Retailers here are looking for partners who can help them build sustainable, future-proof retail media businesses. Topsort's transparent, auction-first model is exactly what the UK market needs, and I'm excited to help write the next chapter of growth."

Competitive landscape intensifies

The acquisition occurs as competition intensifies within retail media advertising technology. Smaller players including Koddi, Mirakl, and Topsort have been applying pressure to incumbents like Criteo, creating opportunities for new entrants and partnerships across the sector.

Topsort partnered with Skai on September 23, 2025, becoming the first API integration to deliver access to retail media networks across 40 countries through unified global platforms. That collaboration enables advertisers to reach previously difficult-to-access markets through Skai's established commerce media infrastructure, eliminating operational silos by bringing Topsort's retail media inventory into the same platform brands use to manage global commerce advertising campaigns.

The company also partnered with German luxury retailer Breuninger on October 7, 2025, positioning the artificial intelligence-based retail media infrastructure company within the European luxury fashion sector. That collaboration enables Breuninger, operating 13 department stores across Germany and Luxembourg, to upgrade its existing retail media platform with Topsort's auction-based advertising technology.

European market expansion

European retail media advertising reached €13.7 billion in 2024, representing 21.1% growth compared to the previous year, according to IAB Europe data released on October 7, 2025. This growth trajectory substantially exceeded overall European advertising market expansion, with retail media now accounting for approximately one-fifth of total digital advertising expenditure across the continent.

Industry projections indicate sustained expansion through 2028, with European retail media spending expected to reach €28.8 billion. The forecast shows intermediate milestones including €16.9 billion in 2025, €20.8 billion in 2026, and €24.9 billion in 2027, representing more than a doubling of retail media investment within four years.

Topsort's technology operates through its self-serve interface called Toppie, which uses AI-powered optimization to automatically reallocate advertising budgets toward highest-performing placements across retailers within specific regions. The system connects with international retailers and marketplaces, providing what the company describes as privacy-centric ad technology for retailers, superapps and marketplaces.

The company emphasizes its transparent, auction-first model designed for simplicity, fairness, and transparency. Unlike traditional adtech solutions burdened with complexity and privacy challenges, Topsort's infrastructure empowers retailers and marketplaces to monetise their traffic without compromising user experience.

Strategic importance for marketing professionals

The acquisition carries significance for the marketing community as it demonstrates continued consolidation and geographic expansion within retail media infrastructure providers. Brands working with four to six retail media networks doubled from 10% to 24% between 2024 and 2025, signaling clear diversification strategies among advertisers.

This diversification trend creates demand for retail media platforms that can operate effectively across multiple markets with standardized workflows and measurement capabilities. Topsort's UK entry through acquisition rather than organic expansion provides immediate access to established retailer relationships and local market expertise, potentially accelerating time-to-market for advertisers seeking UK retail media inventory.

The move also reflects broader industry dynamics where retail media infrastructure providers seek to differentiate through geographic reach and specialized capabilities. Criteo operates retail media programs for approximately 225 retailers globally and serves around 4,000 brands through its platform, demonstrating the scale required to compete effectively in the sector.

For marketing professionals, the acquisition signals growing competitive intensity within retail media technology provision, potentially leading to improved service offerings, more competitive pricing, and enhanced capabilities as providers compete for retailer and advertiser partnerships across markets.

Technical infrastructure and AI capabilities

Founded in Silicon Valley, Topsort has been expanding in the enterprise retail media market as what it describes as a global leader in providing AI technology in ad monetization. The company maintains a mission to democratize walled garden ad technology into infrastructure products for retailers and marketplaces worldwide.

The UK launch builds on momentum from partnerships announced throughout 2025. Topsort has a team based in 13 countries with operations spanning more than 40 countries worldwide, providing a foundation for international expansion efforts.

With the addition of Phuzion Media and dedicated UK leadership presence, Topsort positions itself to deliver on its vision of helping retailers worldwide unlock the full potential of retail media. The company markets its technology as free from what it characterizes as the baggage of legacy adtech, emphasizing privacy-centric approaches to retail media monetization.

The acquisition provides Topsort with immediate access to UK retailer relationships spanning grocery, general merchandise, health and beauty, and e-commerce categories through Phuzion Media's existing client base. This established foundation of client relationships and market knowledge will accelerate Topsort's entry into what company executives characterize as one of the most advanced retail media landscapes globally.

Timeline

• September 23, 2025: Topsort partners with Skai to expand global retail media reach
• October 1, 2025: Mastercard launches commerce media network with $100B market potential
• October 6, 2025: Criteo partners with DoorDash for multi-year retail media expansion
• October 7, 2025: Topsort partners with Breuninger for luxury retail media in Europe
• October 7, 2025: European retail media spending reaches €13.7 billion with 21.1% growth
• October 9, 2025: The Trade Desk enables programmatic retail media buying through Koddi partnership
• October 9, 2025: IAB Europe opens public comment on commerce media standards
• October 15, 2025: Topsort announces acquisition of Phuzion Media and appoints General Manager UK

Summary

Who: Topsort, a Silicon Valley-based artificial intelligence and auction-based retail media infrastructure company, acquired Phuzion Media, a UK company focused on making offline retail media measurable using image recognition. Stefano Biondi, cofounder of Phuzion Media, was appointed as General Manager UK at Topsort.

What: Topsort completed its first-ever acquisition, purchasing UK-based Phuzion Media to establish formal operations in the UK market. The acquisition includes appointment of Phuzion Media's cofounder as General Manager UK to lead expansion and go-to-market efforts. Phuzion Media has worked with major UK retailers including Tesco, Waitrose, Boots, Marks & Spencer, Very, and Argos.

When: The acquisition was announced on October 15, 2025. This marks Topsort's first acquisition since the company was founded in Silicon Valley.

Where: The acquisition establishes Topsort's formal presence in the UK market, which reached £1.5 billion in retail media spending during the first half of 2025. Topsort already operates in 40+ markets globally with a team based in 13 countries. The UK represents one of the most advanced retail media landscapes globally.

Why: Topsort executed the acquisition to gain immediate access to UK retailer relationships, local market expertise, and talent as it expands in what executives describe as one of the most advanced retail media landscapes globally. The move positions Topsort as a credible global challenger to incumbent platforms and underscores the company's ambition to become the trusted retail media partner for retailers and marketplaces worldwide. The acquisition provides a foundation of client relationships and market knowledge that will accelerate Topsort's UK entry amid intensifying competition within retail media advertising technology.