Carrefour, JCDecaux, Carmila and Unlimitail have announced a new retail media alliance in France, combining shopping malls, DOOH screens, transactional data and programmatic activation across more than 300 consumption hubs.
And this is where it gets interesting.
For years, retail media has been talked about largely through a digital lens: search, sponsored products, ecommerce, loyalty data.
But the next phase may be much more physical.