The quote: “In-store is the next frontier for us,” Bobby Watts, Ahold Delhaize senior vice president of retail media, told Adweek.

• There’s good reason for Watts’ enthusiasm about the opportunity: The vast majority (87%) of US grocery sales will occur offline this year, per our forecast.
• That’s why grocers such as Ahold Delhaize, parent of banners such as Giant and Stop & Shop, see massive potential to use their troves of first-party data to better monetize their stores.