Retail-media
State of Play
Revised Nov 1, 2026The moment. In-store is the consensus frontier and the hardest place to stand. A new IAB and SMG study found 46% of commerce media professionals see in-store as the sector’s top growth opportunity while 40% call it the hardest channel to connect, and only 14% consistently plan unified multichannel campaigns. Instacart has now retreated from the smart-cart hardware that was meant to anchor its in-store ad and data business. eMarketer’s Karen Jacobs has networks multiplying across retailers of every size and competing harder for the same dollars, and DoorDash, expanding its tools across Wolt and Deliveroo, says commerce media needs room for brand storytelling rather than lower-funnel performance alone.
The tension. The workarounds are arriving ahead of a standard. Retailers are looking at free in-store Wi-Fi as a way to capture shopper data at the point of purchase; Disco has put advertiser-funded cash back of up to $30 directly into Shopify checkout, moving the money off the retailer’s own media and onto the transaction; and Circana is selling AI-driven signals that flag shoppers likely to enter a category or switch brands. Creators are becoming the creative engine for off-site campaigns. QVC is running the oldest version of the bet, pairing 60,000 annual hours of live TV with 200 weekly hours of TikTok livestreams after leaving Chapter 11 with more than $5 billion of debt cut.
Who’s moving. The IAB and SMG, with 46% and 14%. Instacart, pulling back on smart carts. DoorDash, across Wolt and Deliveroo. Disco, funding checkout cash back from advertisers. Circana, adding predictive signals to Complete Audiences. QVC, at 200 TikTok livestream hours a week. Life360, naming Donna Sharp to run its ad business. eMarketer’s Karen Jacobs, on a crowded field.
What the desk is watching. Whether in-store gets a measurement standard before it gets more screens, and who picks up the in-store ground Instacart just gave back.
Walmart closes $1.4B Vibe.co deal to build streaming ad muscle
TVREV’s Jason Damata reports that Walmart finalized its acquisition of streaming adtech startup Vibe.co, reportedly for $1.4 billion. The deal signals retail media’s biggest player is now racing to build its own ad-supported streaming stack to compete directly with Amazon.
Stingray’s Purdy pitches retail media audio and CTV audio ads
TVREV’s Alan Wolk reports that in a three-part video series, Stingray CRO David Purdy argues in-store audio and CTV audio ads are underused opportunities, while flagging Europe’s slow FAST growth. His pitch: captive audiences alone don’t work without format tweaks.
Ace Hardware’s RedVest bets its late retail media entry is a feature, not a bug
Next in Media’s Mike Shields reports that Ace’s new retail media network skips legacy tech debt by plugging straight into Pacvue and CitrusAd, and leans on in-store signage since most sales still happen in physical aisles.
Guideline’s Q4 outlook: buy retail media and CTV now, wait on TV
Inside Radio reports that Guideline’s Q4 forecast says retail media and programmatic CTV prices keep climbing into the holidays, while national TV scatter pricing is softening. Buyers who lock in early on retail/CTV but hold off on broadcast could save money this quarter.
Academy Sports launches retail media network with closed-loop measurement
Academy Sports + Outdoors debuts Academy Retail Media, linking 320+ stores, e-commerce and first-party data to track ads from exposure to purchase. It’s another specialty retailer joining the closed-loop measurement race reshaping retail media beyond Walmart and Amazon.
Retailers’ AI shopping assistants are already lifting order values and conversion
Adweek’s Lauren Johnson reports that Walmart’s Sparky drives 35% higher average orders, and Amazon’s Alexa for Shopping now converts 44% of sessions, up from 34% a year ago. Retail media operators now have early proof AI assistants outperform traditional search, not just replace it.
Vusion to acquire in-store retail media firm In-Store Media
Vusion is buying Barcelona-based In-Store Media, pairing its shelf-tech platform with ISM’s retail media network relationships across 90 banners and 1,600 brands. It’s a bet that in-store screens and shelf edges become the next retail media inventory after online.
Perion joins Walmart Connect Partner Network
Perion has joined the Walmart Connect Partner Network, pairing its AI-driven creative optimization with Walmart’s first-party shopper data and closed-loop sales measurement.