I'll compare Osmos (formerly Onlinesales.ai) and Particular Audience across their technology, business models, target customers, product offerings, and overall strategic differentiation. This will include details on how each company approaches AI-driven e-commerce, advertising, personalization, and data handling.

I'll get back to you with a comprehensive analysis soon.

Osmos (OnlineSales.ai) vs Particular Audience: Comparative Analysis

1. Technology Stack – AI & Data Capabilities

• Osmos (OnlineSales.ai): The Osmos platform is an AI/ML-powered retail media operating system that enables retailers to monetize their digital real estate (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra). Founded by ex-Amazon ad-tech experts, it was built with a focus on scalable ad technology and automation (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2). Osmos offers an omnichannel suite of 19 apps covering various ad formats (e.g. search, display, in-app, email) (Osmos - The Retail Media Operating System). Its data infrastructure leverages cloud services (Google Cloud BigQuery) to handle large-scale analytics and real-time ad serving – a recent migration cut ad server latency ~30% and query processing time 60%+ (Place Targeted Ads Faster With GCP With AI Analytics) (Place Targeted Ads Faster With GCP With AI Analytics). The platform uses AI algorithms for targeting and budgeting (providing “smart automation” and recommendations to optimize campaigns (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra)). While specifics of the models are not public, Osmos’s focus is on practical AI to boost ad performance (e.g. claims of 2× higher ROAS for advertisers) (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2) and to manage the supply-demand match of ads to shoppers in real time.
• Particular Audience: Particular Audience (PA) is explicitly an “AI company at its core,” designing its retail media platform around advanced machine learning (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). It employs deep learning and multi-modal AI to deliver real-time personalization – using collaborative filtering and clustering for product recommendations, and transformer-based models for search and discovery (Particular Audience Reviews 2025: Details, Pricing, & Features | G2) (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). PA’s tech can “read, see and understand” shopper intent by leveraging item-based vector embeddings and diverse data (product text via large language models, image data, behavioral signals) – all without cookies or personal identifiers (Retail Media AI & Machine Learning). This privacy-friendly, AI-driven approach predicts what a customer wants even before they explicitly search (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). A signature component is Adaptive Transformer Search (ATS), which replaced legacy keyword search; PA reports that moving to ATS doubled sponsored product fill-rates within a week (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). In short, Particular Audience’s stack is heavily focused on real-time, one-to-one personalization, using modern AI techniques (e.g. deep learning, reinforcement learning for optimization) to make every search result or recommendation hyper-relevant (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire).

2. Business Model – Revenue & Monetization

• Osmos (OnlineSales.ai): Osmos operates a B2B SaaS model by providing a white-labeled retail media platform to enterprise clients (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra). Retailers license Osmos to launch their own “retail media network,” and the platform is typically offered as a subscription (with custom pricing) depending on the solution package. (For example, Osmos advertises turnkey or integrated solutions on a per-month, contact-for-pricing basis (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2).) The platform enables retailers to earn new advertising revenue from brands, and Osmos emphasizes this value-add – claiming it can boost a retailer’s profit by up to 7% of sales via retail media (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2). In essence, Osmos’s revenue comes from the fees/contract with the retailer (it’s not an ad network itself but the tech provider). Its business model also builds on co-op marketing principles: the software helps retailers and brands collaborate on advertising, thereby unlocking brands’ ad spend on the retailer’s site (IvyCap | Portfolio OnlineSales.ai ). This co-op focus can drive Osmos’s adoption (retailers see it as a new monetization channel funded by their suppliers). Key monetization differentiators include quick time-to-value (go live in ~4 weeks (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2)) and possibly performance-based incentives (though details are not public, the pitch is that retailers’ ad revenue “multiples” will justify the platform cost (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra)).
• Particular Audience: Particular Audience also follows an enterprise SaaS model for its DiscoveryOS platform, targeting large retail clients. It partners with retailers to implement its AI-driven search, personalization, and retail media modules (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). The company operates across the US, UK, Canada, and Australia, indicating contracts with major retailers in these markets (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). Revenue is likely derived from annual or monthly licensing fees (and possibly usage-based components like the volume of ad spend or GMV). While specific pricing isn’t public, PA’s value proposition is to unlock new high-margin revenue (retail media ad sales) and improved conversion for the retailer, which in turn justifies the platform investment. They highlight that brands achieve “unmatched precision” and retailers earn more with less manual work (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire), suggesting a win-win that makes the platform attractive. In practice, PA’s monetization strategy centers on providing a cutting-edge AI service that retailers couldn’t easily build in-house. Each retailer runs its own retail media program using PA’s tech, and PA benefits via the subscription/partner fees. (Unlike an ad agency model, PA does not take a cut of ad spend publicly; it differentiates itself as a tech provider enabling retailers’ organic and sponsored product discovery in one system (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire).) Both Osmos and PA ultimately monetize by selling software that enables retail media, but PA’s messaging stresses its AI innovation as the value driver, whereas Osmos often emphasizes turnkey revenue uplift and co-op marketing enablement as its selling point (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2) (IvyCap | Portfolio OnlineSales.ai ).

3. Target Customers – Industries, Client Profiles & Geography

• Osmos (OnlineSales.ai): Osmos is geared towards enterprise retailers, marketplaces, and commerce platforms that want to launch or enhance a retail media program. Its typical customers include online retailers (e-commerce sites), multi-brand marketplaces, grocery chains, department stores, and even non-traditional retail aggregators (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra) (Osmos - The Retail Media Operating System). For instance, Osmos has solutions tailored to grocery retailers, fashion/beauty retailers, restaurant aggregators (food delivery platforms), and OTT media apps (Osmos - The Retail Media Operating System) – reflecting a broad industry reach wherever there is “commerce media” opportunity. This breadth means Osmos can serve a Walmart or Target-like retailer, an online marketplace with many sellers, or even a service aggregator that sells ad space. Geographically, OnlineSales.ai started in India and gained clients across India, Southeast Asia, and the Middle East (leveraging the founders’ network and demand in those regions) (IvyCap | Portfolio OnlineSales.ai ). It has a “global product” with a marquee customer base in those emerging markets (IvyCap | Portfolio OnlineSales.ai ), and with its rebranding to Osmos it’s now expanding aggressively into North America (Americas) (IvyCap | Portfolio OnlineSales.ai ). The appointment of a US-based CEO and an AWS partnership suggests Osmos is targeting large North American and European retailers in addition to its Asian clientele. In summary, Osmos targets any mid-to-large organization with an online consumer presence and a supplier network – aiming to turn them into a retail media publisher.
• Particular Audience: Particular Audience focuses on medium to large retailers (primarily online or omnichannel) that seek advanced personalization and retail media capabilities. Its client list includes “the world’s most ambitious retailers” such as Target, Petbarn, and Hamleys (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). These examples span a big-box general merchandise chain (Target), a specialty pet supply retailer (Petbarn), and a toy retailer (Hamleys), indicating PA serves diverse retail verticals. Ideal customers are those with extensive product catalogs and high web traffic, who can benefit from AI-driven product discovery and monetization. PA has global operations across the US, UK, Canada, and Australia (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire), reflecting a strong presence in Western markets and Oceania – and indeed the company’s roots trace to Sydney (the CEO is based in Sydney) (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). The platform can power regional retail leaders or digital-first marketplaces looking to compete with Amazon-level personalization. In practice, any retailer aiming to improve ecommerce personalization and add a sponsored listing program is within PA’s scope. Because PA’s offering blends into the e-commerce user experience, digitally mature retailers (including those in fashion, electronics, grocery, etc.) who prioritize customer experience are key targets. Moreover, PA’s inclusion in industry lists like The Lead’s Leading 100 in fashion/retail tech underscores its focus on innovative retail brands (Retail Media AI & Machine Learning). Geographically, PA tends to focus on North America and Europe (large retail markets) and the Asia-Pacific (Australia region) via flagship clients, whereas Osmos started in Asia and is now reaching westward – a difference in go-to-market trajectory.

4. Product Offerings – Key Products, Features, Use Cases

• Osmos (OnlineSales.ai): Osmos offers a “Retail Media Operating System” – a comprehensive suite of products for running a retail media network end-to-end. This includes three core modules: Adscape, ControlHub, and StratEdge, collectively encompassing 19+ apps for various functions (Osmos - The Retail Media Operating System). Under Adscape, Osmos supports a wide range of ad formats and placements, such as sponsored product listings, banner and display ads, video ads, carousel ads, in-store digital ads, story ads, and even novel units like gamified ads or influencer live-shopping ads (Osmos - The Retail Media Operating System). This means a retailer can monetize virtually any touchpoint (website, mobile app, email, in-store screen) through Osmos. The ControlHub module provides tools for managing the program: for example, Onboard Pro to automate onboarding of advertisers/agencies (OSMOS' Onboard Pro | Automate advertiser & agency onboarding ...), Content Cop for creative/content compliance, Wallet Wise for managing budgets (likely advertiser wallets), and Brand Jukebox for self-serve creative setup – these facilitate a smooth self-service experience for brands on the retailer’s platform. The StratEdge module focuses on analytics and optimization, offering apps like Pulse Pro (real-time campaign and revenue insights) and DemandWise (tools for retailer sales teams to attract and retain advertisers via segmented outreach) (Osmos - The Retail Media Operating System) (Osmos - The Retail Media Operating System). StratEdge also includes features for packaging ad products into omnichannel bundles (e.g. AdBundles for holiday campaigns spanning site + store) (Osmos - The Retail Media Operating System) (Osmos - The Retail Media Operating System), and managing house ads and internal promotions with an auction-like system (“King of the Hill” for in-house campaigns) (Osmos - The Retail Media Operating System) (Osmos - The Retail Media Operating System). In essence, Osmos’s product covers the full spectrum of retail media use cases: from serving an ad in real time on a webpage, to giving advertisers a dashboard to buy those ads, to providing retailer admins insights and controls over inventory and yield. A notable offering is that Osmos can be white-labeled and integrated – it coexists with a retailer’s existing tech stack and preserves the retailer’s branding on the ad portal (Osmos - The Retail Media Operating System). Use cases include a grocery chain launching a self-serve portal for CPG brands to bid on product listing ads, or a marketplace enabling its sellers to promote products via sponsored placements. Osmos distinguishes itself by offering turnkey deployment (go live in ~3–4 weeks) (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2) and a modular approach (retailers can choose a turnkey solution or custom/APIs as needed) to fit each client’s needs.
• Particular Audience: Particular Audience’s flagship product is DiscoveryOS, an AI-native retail media and personalization platform. Its core offerings revolve around two intertwined capabilities: hyper-personalized discovery (search & recommendations) and sponsored advertising – all managed in one system (Retail Media AI & Machine Learning) (Retail Media AI & Machine Learning). On the organic side, PA provides AI-powered site search and product recommendations that adapt every product list or carousel in real time (“a different website for every customer based on their unique intent” (Retail Media AI & Machine Learning)). This means shoppers get dynamically curated results, boosting conversion and basket sizes. On the monetization side, PA offers sponsored product ads and retail media placements that are seamlessly integrated into the shopping experience. A key feature is AI-Powered Sponsored Search which automates 99% of sponsored ad placements on search result pages without manual keywords or bids (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). Advertisers (brands) on the platform can bid or pay for premium placement, and the system uses machine learning to position these ads for maximum relevance and revenue. PA supports various ad formats including sponsored listings, banners (display ads), rich media and video ads, all within the retailer’s site or app environment (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). To facilitate this, PA introduced a Creative & Asset Management Studio for advertisers to manage their ad creatives and ensure compliance with retailer standards (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). Another strength is PA’s data and targeting tools: it has a Segment Builder that lets retailers create audience segments using first-party data without requiring any PII or third-party CDP* (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). This zero-party data approach allows precise targeting (for example, targeting high-intent shoppers based on behavior patterns) in a privacy-compliant way. PA’s platform also supports multiple ad pricing models – CPM, CPC, and recently CPA (Cost per Acquisition) – giving flexibility in how brands pay for placements (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). Unique features like a Fixed Tenancy Scheduler (to sell guaranteed slots for a time period) and Dynamic Collections (automatically generated product collections for ads or merchandising) were part of a recent major product update (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire), highlighting PA’s push for automation. Use cases for PA include a fashion retailer using DiscoveryOS to personalize each customer’s homepage product feed while also showing sponsored products that match the shopper’s style, thus increasing engagement. Retailers can manage the trade-off between organic vs. paid placements in one system – PA notes it’s “the only platform” where retailers can seamlessly balance organic content, trade promotions, and paid ads in the same experience (Retail Media AI & Machine Learning). This unified approach means, for example, if a brand pays for promotion, the platform ensures it doesn’t simply spam ads but places them where relevant to the user, preserving customer experience. Overall, Particular Audience’s product offering is characterized by its AI-driven personalization engine, integrated advertising capabilities, and focus on improving both shopper experience and ad revenue in tandem.

5. Strategic Differentiation – Vision & Competitive Advantages

• Osmos (OnlineSales.ai): Osmos’s strategy centers on being a one-stop operating system for “commerce media” – essentially positioning itself as the infrastructure layer for any retailer or marketplace to run a sophisticated ads business. The company often draws parallels to Google’s ad tech evolution, suggesting Osmos for retail media is akin to what DoubleClick was for online ads (Osmos - The Retail Media Operating System). This vision means Osmos prioritizes a comprehensive, extensible platform over any single algorithm. Its competitive advantage lies in the breadth of its solution and its speed of deployment. By offering a ready-made stack that can be up and running in weeks, Osmos enables clients to “accelerate their monetization strategy and innovate ahead of the market by at least 2 years” (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2). This pitch appeals to retailers who don’t have the time or expertise to build an in-house retail media platform from scratch. Another strategic focus is Osmos’s white-label and co-op marketing orientation – unlike some competitors that might run networks across retailers, Osmos lets each retailer fully control and brand their own network, strengthening the retailer’s direct relationships with brand advertisers (OnlineSales.ai Pricing, Alternatives & More 2025 | Capterra). The platform’s design accounts for the needs of all stakeholders (retailer, brand, and even internal teams managing house ads), which is a differentiator in catering to full-funnel insights and automation for retail media. Osmos’s messaging highlights revenue uplift and profitability for retailers (tangible business outcomes) as a key differentiator: for example, promising to boost a retailer’s profit by a significant percentage of sales via retail media (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2). This indicates a vision of retail media not just as an ad serving tool, but as a strategic profit center. Additionally, Osmos prides itself on domain expertise – the founding team previously built one of India’s top digital marketing platforms and includes Amazon alumni, lending credibility in ad-tech innovation (IvyCap | Portfolio OnlineSales.ai ). Fundamentally, Osmos differentiates by being holistic and retailer-centric: it sells an “operating system” rather than just an ad engine, and it’s willing to customize (even offering API-based and custom solutions) to fit a retailer’s unique needs (Osmos - The Retail Media Operating System) (Osmos - The Retail Media Operating System). This broad, “tailored solution” approach (Osmos - The Retail Media Operating System) contrasts with point solutions that might focus only on sponsored search or only on on-site ads. Osmos’s strategy is to be the platform that co-exists with and augments a retailer’s entire tech stack, which can be a compelling advantage for large enterprises looking for integration and flexibility.
• Particular Audience: Particular Audience’s strategy is rooted in AI-driven personalization as the future of retail media. The company’s vision is that “keyword-based retail media is dying” and that manual ad targeting will be obsolete in a few years (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). In its place, PA advocates for AI-first, intent-predictive advertising that enhances the shopper’s journey. This thought leadership is evident in statements from its executives: “Platforms that rely on outdated keyword targeting miss up to 80% of revenue potential... At Particular Audience, we built the market’s only AI-first retail media platform. It automatically predicts what shoppers want – not just based on keywords.” (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). This philosophy differentiates PA from competitors that retrofitted older ad systems for retail media. PA’s competitive advantage is the tight integration of organic personalization and sponsored content. By controlling the entire product discovery experience, PA can ensure sponsored products are contextually relevant (a differentiator in preventing the “advertising vs. experience” tradeoff). The platform is often described not just as ad tech but as an AI personalization engine that just happens to monetize via ads as well. CEO James Taylor emphasizes that PA “isn’t just another retail media platform – it’s an AI company at its core. Every ad and recommendation should be hyper-personalized in real time. That’s what we’re delivering.” (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire). This AI-centric vision means PA invests heavily in R&D (the team has been driving this change since 2020 with dedicated R&D efforts (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire)) to stay ahead on machine learning capabilities. Another strategic differentiator is PA’s stance on privacy and future-proofing: its solution does not rely on third-party cookies or personal data, aligning with GDPR/CCPA and the increasing demand for cookieless targeting (Retail Media AI & Machine Learning). This gives PA an edge in a world where data privacy is a growing concern – it can offer retailers personalization without risking customer data misuse. PA also stays ahead of regulatory trends (for example, building Accessibility-ready ads in anticipation of the EU Accessibility Act (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire)), signaling a proactive approach to compliance and inclusivity. In positioning itself, Particular Audience often highlights performance metrics achieved by its AI (such as doubling fill-rates, 4-5× better engagement vs legacy tools) (Retail Media AI & Machine Learning) (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire) to prove its competitive edge. Strategically, PA is betting on retailers wanting to maximize both shopper satisfaction and ad yield simultaneously – a niche where pure-play ad platforms might fall short. By delivering “better-than-Amazon” personalization for “the rest of the internet” (Particular Audience Reviews 2025: Details, Pricing, & Features | G2), Particular Audience differentiates as a solution that can level the playing field for retailers competing against e-commerce giants. In summary, PA’s fundamental difference is its AI-first mindset and shopper-centric approach to retail media, which it positions as the next generation compared to more traditional retail media offerings.

6. Market Positioning – Strengths & Weaknesses in Ad-Tech/E-Commerce AI Landscape

Osmos (OnlineSales.ai) and Particular Audience are both emerging players in the booming retail media and e-commerce AI space, but they play to different strengths. In the broader ad-tech landscape, retail media networks (RMNs) have become one of the fastest-growing segments – now accounting for about one-fifth of digital ad spend globally (AI, Personalization, Self-Service: 6 Predictions for Retail Media in 2025 and Beyond). This growth has attracted large incumbents (Amazon, Walmart, CitrusAd/PMAX from Publicis, Criteo’s Retail Media, etc.) as well as specialist startups.

• Osmos – Market Position: Osmos (OnlineSales.ai) positions itself as a turnkey enterprise solution for retail media, which is a strength when targeting retailers who need an all-in-one platform. Its comprehensive feature set (ads, analytics, onboarding, etc.) and promise of quick deployment address a real market need for speed and ease of implementation. Osmos’s success with clients in Asia and the Middle East gives it a solid foundation of case studies and validates its model in those markets (IvyCap | Portfolio OnlineSales.ai ). This track record, plus recent funding to expand in the US, indicates it has momentum and resources to challenge established players (IvyCap | Portfolio OnlineSales.ai ). Another strength is Osmos’s focus on monetization outcomes – retailers are drawn to the idea of a new high-margin revenue stream; Osmos can credibly show that it boosts ad revenue and profitability (with figures like +7% of sales) (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2). In a crowded landscape, this ROI focus helps Osmos stand out as a practical choice. Furthermore, Osmos’s flexibility (the “seamless co-existence” with existing systems (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2)) can be appealing to larger retailers that might already use some in-house tools and need a solution that integrates rather than replaces everything.
• In terms of weaknesses or challenges: Osmos is a relatively newer brand (the rebrand from OnlineSales.ai to Osmos is recent) and may not have the same brand recognition in North America/Europe as some competitors. It faces competition from big-tech solutions (like Microsoft’s PromoteIQ or Amazon’s own Sponsored Ads technology offered via the Amazon ecosystem) and from other independent platforms; convincing top-tier Western retailers to choose Osmos over a more established Western vendor could be a hurdle. Additionally, Osmos’s broad approach means it competes on many fronts – from ad serving tech to analytics – which requires continuous innovation across the board. Some retailers focused on cutting-edge AI might perceive Osmos as more operations-focused than algorithm-focused (since Osmos markets itself on completeness and ease, rather than boasting specific AI breakthroughs). However, Osmos is adapting: it partners with cloud providers (AWS, GCP) for scalability (Place Targeted Ads Faster With GCP With AI Analytics) and continues to add features (e.g., its blogs hint at new modules like influencer ads and gamified experiences) to keep its platform robust.
• Particular Audience – Market Position: Particular Audience has carved out a reputation as an AI innovator in retail ad-tech, which is a major strength as the industry shifts toward personalization. Industry trends strongly favor what PA is offering: retailers are increasingly prioritizing personalization to combat ad fatigue and improve relevance (AI, Personalization, Self-Service: 6 Predictions for Retail Media in 2025 and Beyond), and legacy adtech tools have struggled to deliver one-to-one experiences (AI, Personalization, Self-Service: 6 Predictions for Retail Media in 2025 and Beyond). PA perfectly aligns with this trend by providing AI-powered commerce media that leverages first-party data for relevant ads (AI, Personalization, Self-Service: 6 Predictions for Retail Media in 2025 and Beyond). This alignment means PA is often seen as a forward-looking choice, potentially putting it in a leadership position among the “new wave” of retail media solutions. Its inclusion in The Lead’s Leading 100 list of tech innovators in fashion/retail underscores its credibility and thought leadership in e-commerce AI (Retail Media AI & Machine Learning). Another strength is the tangible performance improvements PA reports – higher engagement, conversion lifts, increased fill-rates – which serve as proof points when marketing against incumbents. Retailers adopting PA can differentiate their own offering to brands by promising more sophisticated targeting (beyond basic keyword ads). PA also benefits from a global footprint with marquee clients, which gives it case studies in multiple markets (e.g., a toy retailer in Europe, a pet retailer in Australia, etc.). This diverse experience helps PA refine its product and demonstrate adaptability to different retail contexts.
• As for weaknesses, PA is still a growth-stage company (with a smaller team and lower profile compared to giants). It has to continuously validate that its AI truly drives incremental revenue better than both legacy systems and competitors’ AI. Some very large retailers might opt to develop similar AI capabilities in-house or go with big players, which can limit PA’s accessible market among the mega-retailers. Additionally, PA’s heavy emphasis on AI could be a double-edged sword in sales cycles – some potential clients may require education to trust an “auto-pilot” AI for their ad inventory, as opposed to the transparency of manual controls. PA addresses this by building tools like model tuning UIs and A/B testing for its AI models (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire), but it must continue proving that its black-box recommendations are driving results. In the broader ad-tech landscape, PA is competing not just with retail media specialists but also with personalization vendors and recommendation engine providers. However, by combining the two (ads + personalization), it has a unique positioning. Its privacy-first approach is also a market differentiator as third-party cookies wane – PA can claim immunity to those changes, whereas some older ad-tech might struggle.

In summary, both Osmos and Particular Audience are well-positioned in the evolving retail media ecosystem but along different dimensions. Osmos’s strength is in being a full-stack, business-centric solution for retail media, making it a compelling choice for retailers who want a ready platform to drive new revenue quickly. Particular Audience’s strength is in its cutting-edge AI and personalization, making it attractive for retailers who compete on customer experience and want the most advanced technology to boost relevance and revenue. As retail media networks proliferate, there is space for multiple approaches – Osmos banks on breadth and operational excellence, while Particular Audience bets on depth of personalization and automation. Both address the modern need for retailers to monetize first-party data and onsite real estate, but each differentiates itself by how they balance automation vs. control, and revenue vs. experience. In the broader ad-tech and e-commerce AI landscape, Osmos and PA together exemplify the industry shift toward AI-driven, retailer-owned ad platforms – each with its own take on achieving the best outcomes for retailers, brands, and consumers (Particular Audience Announces Largest Ever Product Release—Reinforcing Market Leadership in Advanced AI-Powered Retail Media, Search & Personalization | Business Wire) (OnlineSales.ai Reviews 2025: Details, Pricing, & Features | G2).

AI/ML that powers all customer interactions. If you see it, search it, click it, or buy it – that's PA.

Right now, most retail media platforms still rely on manual keyword-based targeting, which is missing up to 80% of potential revenue—especially from shoppers who never use search.

We built AI-first retail media at Particular Audience—where ads are placed based on predicted intent, not just keywords. That’s why our partners see 4x better performance than traditional keyword-first platforms.

Advanced search and recommendation technology is the foundation of successful Retail Media.

Particular Audience will outperform any other platform for automation, performance and ease of implementation.

We prove it, with zero risk or effort from the retailer. Contact us to speak to someone today.