Digital Signage provider – how to benefit from the in-store retail media boom?

September is when the calendars fill up again — and this month the retail media calendar filled up with places that don't look like a supermarket.

Put a Nordic highway site, a city forecourt in Central Europe and a North American or even African fuel retailer’s flagship station side by side, and the differences arrive first. One has a restaurant, a bakery counter and a market the size of a small supermarket. One is a canopy, six pumps and a shop you could cross in four steps. One is unmanned — card reader, lights, nothing to walk into at all.

Here's a paradox worth a moment of your time: in-store retail media runs entirely on understanding shoppers — and the advertisers buying it never see a single one of them. That's not a flaw. It's the design.