Retailers are at a critical intersection as they develop their media networks. While brands already invest significantly in programmatic exchanges to reach shoppers offsite, in-store media remains an untapped resource within these same exchanges.
The future of retail media demands more than siloed approaches. Retailers owe it to themselves — and their brand partners — to enable combined offsite and in-store buys through the same DSP. This integration creates efficiency for brands while maximizing the value of retailers’ physical spaces.
For consumers already in a shopping mindset, in-store media offers unparalleled proximity to the point of purchase. During times of economic uncertainty, this targeted approach allows brands to focus their dollars precisely where purchase decisions are happening, rather than casting wider nets through traditional national campaigns.
What we need now is better multi-channel measurement that spans the entire shopper journey. The ability to track performance across channels through programmatic exchanges would create a truly omnichannel picture of campaign effectiveness.
The integration of in-store media into programmatic platforms creates a cohesive ecosystem where physical and digital retail spaces work together seamlessly, driving both shopper engagement and brand performance. When we get this right, everyone wins: retailers, brands, and most importantly, consumers.
Is your retail media strategy truly integrated?
Getting Started with ISM
Ready to transform your in-store media strategy? ISM is the retail industry’s first centralized platform standardizing and unifying digital in-store media. Our enterprise solution provides a single point of integration for Retail Media Networks, Retail Media Platforms, In-Store Solution Providers, and DSPs, simplifying access to diverse in-store media inventory globally.
Through innovative technology and strategic partnerships, we help retailers efficiently implement, manage, and measure in-store advertising campaigns while maintaining complete control over their unique customer experience.
Take the first step toward maximizing your in-store media potential — request your personalized readiness assessment today at https://instoremarketplace.com/.
Written by: Mark Fishkin
