Mateusz Chołuj, founder of Incwave, is joining Żabka Ads as a consultant. His experience in adtech, programmatic advertising and drive-to-store campaigns will support the development of Offsite, helping brands reach Żabka shoppers beyond the network’s own channels.
As we develop Żabka Ads, we combine insights into shopping behaviour with technology that helps brands reach consumers more effectively. Our collaboration with Mateusz Chołuj marks another step in bringing this approach to offsite retail media.
Experience at the intersection of technology, advertising and retail
For nearly eight years, Mateusz helped build Proxi.cloud, progressing from Business Development Manager to Head of Growth and ultimately CEO, a role he held from 2021 to 2026. His responsibilities included transforming the business model and driving the company’s growth.
Today, as the founder of Incwave, he helps retailers build and grow retail media networks, while supporting advertisers in planning and optimising their investment in the channel. He brings to Żabka Ads a strong understanding of retail and FMCG, expertise in media technology and hands-on experience in campaigns that connect online advertising with store visits.
“What particularly interests me about retail media is how insights into actual shopping behaviour can inform better advertising decisions. Żabka Ads has exceptional potential thanks to the scale of its network and its close connection to everyday shopping. I’m excited to support the team in developing an offering that builds on these strengths beyond the store and the app.”
Mateusz Chołuj, Founder of Incwave
Bringing Offsite closer to purchase decisions
Żabka Ads’ Offsite offering enables brands to reach consumers through external channels, including social media and programmatic advertising, using first-party data from the Żabka ecosystem. This allows campaigns to be planned around shopping behaviour and tailored more closely to specific audiences.
“We want offsite campaign planning to start with an understanding of shoppers: their behaviour, needs and shopping occasions. Mateusz brings experience that will help us turn these insights into solutions for advertisers. Together, we will develop an offering that combines the potential of Żabka’s data with the capabilities of advertising technology.”
Tomasz Sachanowicz, Head of Offsite Retail Media at Żabka Ads