> ## Content Index
> Fetch the complete content index at: https://www.medianexis.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# IAB study: in-store is commerce media’s biggest growth bet, hardest to connect
- URL: https://www.medianexis.com/iab-study-in-store-is-commerce-medias-biggest-growth-bet-hardest-to-connect/
- Published: 2026-10-27T14:27:29.000Z
- Updated: 2026-10-27T14:27:29.000Z
- Description: Campaign US’s Will Russo reports that a new IAB and SMG study found 46% of commerce media professionals see in-store as the sector’s top growth frontier, yet 40% call it the hardest channel to connect, with only 14% consistently planning unified multichannel campaigns.
- Author: The Signals Desk
- Tags: Retail-media, Will Russo, Campaign US/IAB: commerce media opportunity hard to connect

**Why it matters.** Brands say measurable ROI, not better tools, is what will unlock bigger in-store budgets, putting pressure on retail media networks to prove incremental sales impact before spend shifts.

*Signal from* [*campaignlive.com*](https://campaignlive.com/?ref=medianexis.com) *·* [*Will Russo*](https://www.medianexis.com/tag/by-will-russo/) *·* [*read the original*](https://www.campaignlive.com/article/commerce-medias-biggest-opportunity-its-hardest-connect-iab-finds/1973424?ref=medianexis.com)*.*