Former CitrusAd COO and Epsilon MD brings proven playbook after scaling CitrusAd from 10 to 150+ global retailers.
Onescreen, the modern partner for out-of-home (OOH) advertising, named Adam Skinner as Chief Executive Officer. Skinner joins from Epsilon, where he was Managing Director, Retail Media, and previously served as Chief Technology Officer and then Chief Operating Officer of CitrusAd, the retail media platform Publicis Groupe’s Epsilon acquired in 2021. He succeeds Alex Ewing, who has led the company since 2023.
What drew me to Onescreen is that the hard part is already done—the team made real-world media planning & accountability possible on the front end. Extending that into retail & commerce is the most interesting problem in media today.
A decade ago, retail media barely existed as a budget line. Yet, EMARKETER forecasts US retail media ad spending will reach $69.3 billion in 2026 (up 17.9% YoY) on its way to anchoring a $142.1 billion commerce media market by 2030. Retail media unlocked this scale by solving three core problems in sequence: consolidating fragmented inventory into a single buying point, standardizing impression measurement, and proving direct performance outcomes.
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Out-of-home (OOH) faces the same structural inflection point. While U.S. OOH generated a record $9.5 billion in 2025 across 20 consecutive quarters of growth, driven by digital out-of-home (DOOH) surging 12.9% YoY to represent 36% of revenue, the channel remains bottlenecked by manual transactions, scattered spreadsheets, and fragmented networks. OOH holds extraordinary real-world inventory; it simply lacks the modern performance infrastructure that enabled retail media to capture enterprise budgets.
Skinner brings fifteen years of experience architecting infrastructure for high-growth media networks:
- CitrusAd: Joined as part of an early engineering team serving fewer than 10 clients and scaled the team to 60+ people, driving platform expansion to 150+ retailers across 30+ countries before its acquisition by Publicis Groupe’s Epsilon.
- Epsilon: Managed P&L across commercial, product, technology, and operations for 200+ employees as Managing Director of Retail Media, while helping architect the strategic vision for the company’s identity-powered commerce media business.
- Fitness and Lifestyle Group: Served as founding Chief Data & Technology Officer, building greenfield data and MarTech architecture for a private-equity-backed portfolio spanning six brands, 750+ locations, and 750,000+ members.
Integral to the launch of more than 150 media networks globally, Skinner sits on several IAB committees focused on the evolution of commerce media, measurement, and DOOH. He was recently honored with a 2026 P2PI Retail Media Award for contributions to the industry.
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“Retail media didn’t win because shoppers suddenly fell in love with sponsored listings. It won because someone made fragmented inventory buyable, impressions comparable, and outcomes provable,” said Skinner. “Out-of-home has better inventory than retail media ever had, but it has lacked that connective infrastructure. Budgets follow legibility, not enthusiasm. What drew me to Onescreen is that the hard part is already done – the team has made real-world media plannable and accountable on the front end, before the money leaves the account. Extending that into retail and commerce media, right as the standards arrive and the budgets line up behind them, is the most interesting problem in media today.”
“We ran this search against a very specific market thesis,” said Rob Biederman, Board Chair, Onescreen. “The next phase of out-of-home won’t be won by whoever sells the most inventory. It will be won by whoever makes the physical world legible enough that performance budgets move into it without a leap of faith. Adam has done that at scale, building the bridge between retail supplier, agency workflow, and brand investment. He knows how to build that infrastructure and compound growth on top of it.”
Over the past year, the company has accelerated rapidly, posting a 68% year-over-year revenue increase in Q1 2026 on top of 67% growth in the second half of 2025 as brands shift OOH into standing performance allocations.
To support this demand, Onescreen has invested heavily in that shift across the workflow, from front-end audience intelligence to an AI-native planning experience that puts real-world inventory and audience ranking directly inside enterprise AI assistants via the Model Context Protocol.
