“What makes it really exciting is taking signals from the digital shelf, whether a competitor is out of stock or they’ve raised prices or their reviews are poor—or with your own products—and using it to drive buying decisions,” Wiener said. “This is not just for search in retail, but off-site on CTV or in-store, really where the future of retail media is going.”
That includes Walmart, which recently announced a beta test integrating in-store radio and in-store sampling programs with its digital Walmart Connect offering. Walmart also expanded the use of shopper data to advertising on streaming platforms such as Paramount+ and NBCUniversal’s streaming sports programming. Shelf Intelligent Media is not currently integrated with Walmart Connect's in-store beta tests.
Read more: Walmart data will help sell NBCU streaming sports ads
The Publicis platform aligns with “the key trend of retail media today,” said Andrew Lipsman, principal analyst with Insider Intelligence, which is the transition from a focus almost entirely on e-commerce search to “upper funnel” brand awareness advertising and in-store media. Lipsman refers to it as a transition from “Retail Media 1.0 to Retail Media 2.0,” with CTV being a key component.