Retail Media Expansion to prOOH
Key Questions
What is the projected market size for retail media by 2026?
Retail media is projected to reach $196B by 2026. Dunnhumby reports 90-91% shopper receptivity to these ads.
Why is first-party data important in retail media?
Loyalty and first-party data are key post-cookies for targeting. They enable micro-arbitrage and speed-testing in omnichannel strategies.
What examples show retail media expanding to DOOH?
Broadsign and JB Hi-Fi enable in-store DOOH programmatic via 50+ DSPs. Walmart simplifies streaming ads for mid-sized businesses, and Roku's Curate taps data from Best Buy and Instacart.
$196B by 2026 with 90-91% shopper receptivity (Dunnhumby); loyalty/first-party data key post-cookies, micro-arbitrage speed-testing, Broadsign-JB Hi-Fi enables in-store DOOH prog via 50+ DSPs for omnichannel.
Sources (2)
Updated Apr 27, 2026