seatback GmbH
seatback GmbH is a Cologne-based cloud software vendor focused exclusively on the Digital Out-of-Home (DOOH) and in-store retail media segment. The company is best known for its flagship adplacer CMS, a programmatic content management system purpose-built for large retail screen networks, complemented by the adcast SSP and neon media player. Founded in 2015 by co-CEOs Julian Plange and Ibrahim Han, seatback manages approximately 36,000 licenses across more than 11,000 locations with anchor clients including REWE Digital and Philip Morris.
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seatback's portfolio comprises three core cloud-based products:
- adplacer CMS — a cloud content management system for DOOH network inventory and content management; programmatically assembles playlists per screen and location; integrates with SSPs including Hivestack, SSP1, Adcast, and Yieldlab; provides real-time reporting, analytics, heatmaps, and reach graphs
- adcast SSP — a supply-side platform that opens DOOH network inventory to programmatic buying by agencies and advertisers
- neon media player — a software media player compatible with multiple media formats and OS/hardware configurations, operable both online and offline
All three products are available as white-label solutions adapted to client CI and workflow requirements. An upcoming Adplacer Plus self-service module (announced August 2025) will allow internal retailer teams to book advertising space within rules set by the network operator. The company also provides consulting, migration planning, and ongoing network maintenance and support services.
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