Topsort, a US artificial intelligence firm specialising in retail media infrastructure, has completed the acquisition of UK-based Phuzion Media and appointed Stefano Biondi as its first General Manager UK.
Expansion strategy
The move marks Topsort's formal entry into the UK market as part of its broader global expansion strategy. The company, headquartered in Silicon Valley, already works with major retailers internationally, and the acquisition is intended to accelerate its local presence in one of Europe's most established retail ecosystems.
Phuzion Media, the acquired firm, provides image recognition technologies designed to make offline retail media measurable. Its client base includes some of the UK's largest retailers, such as Tesco, Waitrose, Boots, Marks & Spencer, Very, and Argos. Topsort aims to build on these relationships as it further establishes its UK operations.
Leadership appointment
As part of the acquisition, Stefano Biondi, cofounder of Phuzion Media, has been appointed as General Manager UK at Topsort. Biondi will be responsible for guiding the company's UK expansion and local market efforts.
Biondi commented on the new phase for his business and career: "Joining Topsort is a natural evolution of Phuzion Media's journey. Retailers here are looking for partners who can help them build sustainable, future-proof retail media businesses."
He added: "Topsort's transparent, auction-first model is exactly what the UK market needs, and I'm excited to help write the next chapter of growth."
Market needs
According to the company, the UK represents both a familiar and a novel environment for its operations. Topsort has previously established partnerships with retailers in over 40 markets worldwide, including global names such as Coles, DoorDash, Poshmark, and LG.
"Topsort was born global from day one and what amazes us is how the challenges differ and stay consistent on a daily basis across the vast diversity of retailers we work with. The UK is both a familiar and new market for us across the pond as a Silicon Valley-born company, and home to many iconic retailers and legends in the retail media world," said Topsort CEO Regina Ye. "We are excited to partner with true entrepreneurs and forward-thinking minds on the ground and level up our support and footprint in the UK market."
Business outlook
Topsort's model is aimed at helping retailers monetise online and offline traffic using AI-driven, auction-based advertising, focusing on privacy-centric and transparent solutions. The integration of Phuzion Media's client base and local market knowledge is expected to accelerate Topsort's efforts to support UK retailers in adopting new retail media strategies, especially as the retail sector adapts to evolving digital and privacy requirements.
The acquisition of Phuzion Media is the company's first move of this nature, reflecting what it describes as its ambition to be the trusted retail media partner for retailers and marketplaces globally. The local leadership presence in the UK aligns with the company's approach to deliver support with knowledge of the unique characteristics of each market.
Topsort stated that its entry into the UK comes amid increasing demand among retailers for ad technology partners that can address ongoing complexity and privacy issues in digital advertising, while also allowing for greater measurability and simplicity.
The company will leverage its experience with international businesses and local expertise from Phuzion Media to meet these expectations and support the UK's competitive retail media environment.
