Retail media continues to surge, yet the underlying infrastructure supporting it is still painfully fragmented. Agencies operating across retailers, markets, and formats spend more time wrestling with dashboards than optimizing campaigns. GoWit, a global AdTech player already powering thousands of brands, believes the industry has reached a breaking point—and it’s offering a fix.

This week, the company unveiled GoWit One, a unified AI operating system designed to replace the cobbled-together toolchains agencies use today. Instead of jumping between dashboards, rules, and compliance sheets, teams can now plan, activate, and optimize retail media campaigns in one place. GoWit claims the platform reduces manual AdOps workflows by 98%, shrinking tasks that once took hours into minutes.

The launch arrives at a moment when retail media expansion shows no sign of slowing. Yet, according to the IAB, 70% of the market still operates without end-to-end AI adoption. That gap exposes agencies to errors, lost time, and missed opportunities to scale. GoWit One aims to close that gap by treating fragmentation not as an annoyance, but as an industry-wide crisis demanding a technical reboot.

A Single Dashboard for a Fragmented Ecosystem

Retail media has always struggled with complexity. Each retailer has its own ad formats, specs, pricing, policies, and analytics frameworks. For agencies, managing multi-retailer campaigns often requires separate processes for each partner, multiplied across markets.

GoWit One tackles this operational sprawl head-on through a unified command center. It integrates the company’s existing infrastructure, which already connects 7,000+ brands to leading retailers across 20+ EMEA markets.

The platform’s core capabilities revolve around automation, unification, and real-time intelligence:

• Rapid Execution: Automated workflows replace manual data entry and campaign configuration.

• Unified Intelligence: A single performance view spans on-site, off-site, and in-store formats.

• AI-Guided Compliance: Real-time checks ensure formats, specs, and pricing meet retailer requirements before launch.

This structured approach allows agencies not only to move faster, but also to scale consistently, even when campaign volumes spike during high-demand retail cycles.

AI at the Center of AdOps

GoWit’s leadership argues that the answer to retail media’s systemic inefficiency is simple: AI must sit at the center of the ecosystem, not the edges.

“By putting AI at the core of AdOps, we’re enabling agencies to reclaim time, eliminate inefficiency, and scale smarter than ever before,” said Emrah Adsan, CEO of GoWit. He added that GoWit One’s value lies in bringing automation, multi-retailer unification, and real-time intelligence into one connected environment.

This positioning aligns with broader AdTech trends. While platforms like Amazon, Walmart Connect, and CitrusAd invest heavily in retail media innovation, the cross-retailer layer remains underserved. Agencies operating across markets often rely on spreadsheets, custom scripts, or siloed activation tools. GoWit One steps directly into that gap with an infrastructure designed for interoperability rather than isolation.

WPP Media Becomes the Exclusive Pilot Partner

To validate its technology, GoWit has partnered with WPP Media Turkey, naming it the exclusive pilot agency. Given WPP’s global footprint and influence across commerce and retail media, the partnership signals confidence in the platform’s scalability and readiness.

According to Evren Gülyaşar, Managing Director for Commerce at WPP Media Turkey, GoWit One “sets a new benchmark” for retail media operations. He emphasized that the ability to manage multi-retailer and multi-market campaigns end-to-end within a single ecosystem removes critical bottlenecks, granting teams both speed and precision.

For WPP, which handles some of the world’s largest commerce and brand portfolios, that level of efficiency could be transformative. Retail media remains one of the fastest-growing digital advertising segments, yet it also remains one of the most operationally burdensome. If GoWit One performs as advertised, agencies may be able to shift talent away from repetitive tasks and toward strategic planning and optimization.

A Platform Built for Scale, Not Just Convenience

What separates GoWit One from typical workflow automation tools is its attempt to redefine how retail media operations should function at scale. Instead of treating retail media networks as separate entities, the platform brings them under a common architecture.

This matters because the next phase of retail media growth will depend not on new networks entering the market, but on agencies’ ability to manage complexity without losing efficiency. With third-party cookies fading and commerce data becoming the new competitive currency, retail media buyers need platforms that allow smarter and faster decision-making.

GoWit One positions itself as that missing infrastructure layer, linking retailers, brands, and markets in a single operational loop. If adoption accelerates, it may force competitors—both legacy AdOps tools and retailer-specific platforms—to rethink their approach to interoperability.

The Bigger Picture for Retail Media

The timing for GoWit One is notable. Retail media is expected to become the third major digital advertising pillar alongside search and social. As spending increases, agencies face greater pressure to deliver performance while keeping operational costs in check.

By centralizing workflows and introducing unified intelligence, GoWit One provides a blueprint for how Retail Media 2.0 could unfold. It brings AI-driven decisioning to an ecosystem that still depends heavily on manual execution. And it creates a shared operational standard where none previously existed.

The early endorsement from WPP Media suggests the platform may become a template for how global agencies manage multi-retailer commerce advertising. If the pilot succeeds, broader adoption across EMEA—and potentially beyond—seems likely.

For now, GoWit One enters the market with strong momentum, a clear value proposition, and an industry-wide pain point to solve. Whether it becomes the connective tissue retail media has been missing will depend on execution, but the direction is unmistakably forward.