Retail digital display specialist VSBLTY has been selected to integrate vertical advertising systems that will be deployed in convenience stores and a family restaurant chain across 25 American states. VSBLTY will act as the system integrator for the vertical advertising deployment, which is based on Intel Smart Edge software. The company will integrate key components in the Intel Smart Edge portfolio, including Intel Smart Edge Node software and Intel Smart Edge Controller software.

The vertical advertising solution, powered by Intel Smart Edge, runs over the top of a premises edge server, enabling multiple secure workloads to run simultaneously in real-time, eliminating network latency that has plagued early attempts at real-time media networks. Intel Smart Edge software is designed to enable retail Store-as-a-Medium (SaaM) efforts by acting as a middle layer between a traditional digital out of home CMS system and programmatic ad tech demand, establishing a contextual ad marketplace.

VSBLTY has integrated its OpenVINO toolkit-optimised VisionCaptor and DataCaptor products into the Intel Smart Edge context engine, which allows for the real-time processing of anonymised customer context in-store and the immediate injection of that audience context into the Open RTB bid stream.

VSBLTY will deploy the solution using publisher technology from Perpetual Media and their demand partners, with Wireless Guardian, to stand up retail media networks in Mountain Express Oil convenience stores and travel centres, reaching 19 states and up to 750 leading quick service family restaurants in 25 states, respectively. When these two networks are rolled out, VSBLTY expects to represent more than 200 million programmatic impressions per month in total.

Intel Smart Edge is an edge-native distributed computing platform that enables deployment and management of container-based workloads with cloud-like ease, resiliency and security at the edge. Intel Smart Edge runs demanding workloads like AI, media, and software-defined networking functions, powered by pre-validated blueprints and solutions provided by Intel and a robust partner ecosystem. Built on a microservices-based architecture—with optional support and turnkey capabilities—Intel Smart Edge removes edge-networking barriers for application developers, infrastructure builders and end-users at the network and enterprise edge.

In announcing the new collaboration with Intel, VSBLTY Co-founder & CEO Jay Hutton said, “This dramatic new solution unleashes the power of the edge to enable contextual addressable digital out of home marketplaces. It will have a major impact on ‘Store-as-a-Medium’ (SaaM) advertising practices while improving sales for participating retailers.”