The news: In-store digital media provider Looma has secured $10 million in funding to help expand its In-Store Connect platform, increasing its presence across new and existing retail partners. By the end of 2024, Looma plans to expand its network from 800 to over 5,000 screens, including more categories within grocery stores, particularly the adult beverage section.

Looma’s platform will include a mix of high-value space screens, alongside two new screen types: in-aisle interactives and atmospheric screens. Those will enhance the in-store shopping experience by delivering dynamic, real-time content to influence customer decisions.

Zooming out: The Looma news comes just a week after the Interactive Advertising Bureau (IAB) introduced new definitions and standards for in-store retail media in an attempt to ensure consistency across retailers and brands.