In-Store Digital Channels Face Significant Connectivity Gaps For Commerce Media Marketers

By Campaign US · Campaign US · 2026-10-26

Research published by Campaign US indicates a growing friction between the potential of physical retail media and the technical difficulty of executing it. A joint study by the IAB and SMG found that while nearly half of professionals view in-store channels as the primary driver

Research published by Campaign US indicates a growing friction between the potential of physical retail media and the technical difficulty of executing it. A joint study by the IAB and SMG found that while nearly half of professionals view in-store channels as the primary driver