Onescreen Names Adam Skinner As Chief Executive Officer
2026-10-09 · via DailyDOOH
Onescreen has named Adam Skinner as its new Chief Executive Officer, the company said, as it looks to expand its approach to data-driven and measurable media buying. He succeeds Alex Ewing, who had led the company since 2023.
Skinner joins from Epsilon, where he was Managing Director of Retail Media. Before that he held Chief Technology Officer and Chief Operating Officer roles at CitrusAd, a retail media platform he helped build from its early engineering days. According to Onescreen, CitrusAd grew from fewer than 10 clients to more than 150 retailers across 30 countries during his tenure before Publicis Groupe's Epsilon acquired it in 2021.
At Epsilon, Skinner managed commercial, product, technology and operations functions for the retail media business. The company says he has been involved in launching more than 150 media networks globally and sits on IAB committees covering commerce media, measurement and DOOH.
Why the hire matters for out-of-home
The appointment signals where Onescreen wants to take its business: closer integration between out-of-home screens and the retail media and commerce media ecosystem that has grown rapidly around retailer data and e-commerce platforms. That trend has already reshaped in-store and online advertising, with retailers monetizing their own audiences and data rather than relying solely on traditional media buys. Bringing in an executive whose background is squarely in retail media platforms, rather than traditional DOOH or signage operations, suggests Onescreen is betting that measurement and data-driven buying tools built for retail media can be applied to out-of-home inventory.
For operators and media owners running DOOH networks, this is part of a broader industry push to make screens buyable and measurable in the same programmatic, audience-data-driven way that digital and retail media already are. Skinner's CitrusAd and Epsilon experience is specifically in building and scaling that kind of infrastructure for retailers, not in hardware, content management or screen operations.
The announcement does not detail what specific products, partnerships or data integrations Skinner plans to introduce at Onescreen, nor does it give a timeline for any changes. It also does not explain the circumstances of Alex Ewing's departure after leading the company since 2023. Readers in the DOOH and signage space will likely want to watch for follow-up announcements on measurement partnerships or media-buying tools as Skinner settles into the role.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Adam Skinner has joined Onescreen has appointed as Chief Executive Officer as the company says that it looks to expand its approach to data-driven and measurable media buying.
He joines from Epsilon, where he served as Managing Director of Retail Media, and previously held Chief Technology Officer and Chief Operating Officer roles at CitrusAd.
Before joining Epsilon, Skinner was part of the early engineering team at CitrusAd. During his tenure, the retail media platform expanded from serving fewer than 10 clients to more than 150 retailers across 30 countries before its acquisition by Publicis Groupe’s Epsilon in 2021. At Epsilon, he managed commercial, product, technology, and operations functions as Managing Director of Retail Media.
Adam participates in IAB committees focused on commerce media, measurement, and DOOH and says that he has been involved in the launch of more than 150 media networks globally. Onescreen tell us that his experience in retail media and technology is expected to shape the company’s next phase as OOH becomes more closely connected with the wider commerce media ecosystem.
Adam succeeds Alex Ewing , who has led Onescreen since 2023.
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