McDonald’s wants $1 billion from advertising: Its entry into the market means more opportunities to reach lower-income consumers.

McDonald's tests in-store advertising: A digital menu board pilot could open a new high-margin revenue stream as the chain works to revive sales.

Working with Looma, the retailer is using digital screens to support shopping rather than interrupt it.

In-store retail media, which includes digital screens, smart carts, audio, and product sampling inside physical stores, remains the least developed segment of retail media. Yet demand is rising as advertisers seek to reach shoppers in the aisle, where most retail purchases still occur. High infrastructure costs and organizational silos, however, continue to limit the channel's growth. This FAQ covers the market's size, the grocery opportunity, and how retailers and advertisers should invest.

Most shoppers are fine with screens in grocery stores and a growing number are actively buying because of it. What they won't tolerate is a screen that gets in their way.

In this episode, we discuss digital screens and audio, connecting in-store exposure to purchase, attribution challenges, retailer infrastructure investments, and shopper experience considerations. EMARKETER Vice President & Principal Analyst, Sarah Marzano hosts Gabi Viljoen, Vice President & Head of eCommerce at Nestlé Health Science and Austin Leonard, Vice President and General Manager of DG Media Network.

In today's podcast episode, EMARKETER Vice President & Principal Analyst, Sarah Marzano, examines what's holding in-store back, what it will take to overcome these constraints, and where the most meaningful opportunities lie as retailers work to scale the next stage of retail media.

Dick's Sporting Goods is using interactive sports experiences in its stores to build better opportunities for advertisers on its retail media network. “We’re seeing what we’re doing [with] in-store advertising as an extension of what we’re doing with our retail environment holistically,” said Dick's Sporting Goods vice president of retail media David Young, at a recent retail media session hosted by DPAA.

As commerce media buyers face more choices, Dollar General is pitching its large store footprint as an opportunity to reach shoppers in rural and underserved markets, particularly with its retail media offering, DG Media Network.

In-store retail media is Europe’s next big ad opportunity. But as retailers digitize stores, standardization and measurement challenges are dragging advertiser adoption.

40.6% of US adults have researched a product or company after encountering an ad for it in-store, according to March 2025 data from Placer.ai and EMARKETER.

For the first time in its history, the Cannes Lions International Festival of Creativity awarded medals in retail media—a sign that commerce-driven creativity has fully arrived on the global stage.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

Advertisers have higher expectations for retail media networks: That’s fueling a wave of updates from Best Buy, Instacart, and DoorDash.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

What’s next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

We project US in-store retail media ad spend will nearly quadruple by 2027, but that’s starting from a fairly small base of $240 million this year, according to our forecast. Here are tips from experts on building an in-store retail media network.

Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent “Behind the Numbers: Reimagining Retail” podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

The IAB and MRC propose retail media guidelines to help solve the industry’s measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.