US Edition[Opinion] OPINION Is in-store retail media just another version of digital-out-of-home advertising? - InternetRetailing
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OPINION Is in-store retail media just another version of digital-out-of-home advertising? - InternetRetailing
The digitisation of physical retail spaces is increasingly common as retailers rollout digital screens across in-store locations. This proliferation of in-store digital surfaces has led to the questions: is in-store retail media simply a rebranded version of digital out-of-home (DOOH) advertising? The answer is a clear “NO”. Yes, there are superficial similarities: DOOH advertising has evolved from static billboards to dynamic displays. Instore…
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