Despite the fact that roughly 94% of commerce still happens in physical stores, in-store media has lagged behind other retail media channels in measurement, rigor, and strategic investment. This session breaks down the in-store media paradox—and the framework now closing that gap. Learn how leading retailers and brands are transforming digital screens into fully measurable media assets within a unified omnichannel strategy. Attendees will walk away with a clear strategic lens and an actionable roadmap for activating, measuring, and scaling in-store advertising in a data-driven way.