During the Cannes Lions International Festival of Creativity, Mirakl and Broadsign unveiled a strategic partnership to bridge the gap between digital retail media channels and in-store advertising.
The collaboration will enable more retailers and brands to activate, manage and measure campaigns across the entire shopper journey through a single platform.
Executing retail media campaigns across online, offline and in-store channels often involves separate vendor management, fragmented planning processes, and siloed reporting. This partnership sets out to change that by integrating Mirakl Ads’ retail media solution for eCommerce and digital marketplaces with Broadsign’s in-store media platform.
For Mirakl’s Retail customers, leveraging the integration will ensure a unified buying experience for their advertisers: one campaign brief and one point of contact, covering both e-commerce placements and in-store digital screens. The partnership opens a new path to monetizing physical in-store assets alongside existing online inventory.
Mirakl Ads will power the retail media network, while the Broadsign Platform manages the technical delivery of in-store content. Retailers retain full ownership of their data, shopper experience, inventory, and pricing decisions, while maintaining the flexibility to build on existing technology investments.
Advertisers benefit from a consolidated view of campaign performance across online and in-store channels, so every dollar spent can be measured, compared and optimized across the full shopper journey.
“Retail media has evolved rapidly, but online, offline, and in-store are often still treated as separate channels, leading to missed opportunities and revenue. Our work with Mirakl Ads on this integration breaks down those barriers, helping retailers give advertisers the ability to transact on in-store screens with the same ease and performance metrics they expect of digital campaigns,” said Broadsign director of partnerships for retail media Mats Klevjer.
“Retailers are asking for solutions that maximize the value of every customer touchpoint, both digital and physical. By partnering with Broadsign, we are setting out to build a truly unified omnichannel retail media platform. Brands will be able to benefit from a single campaign brief covering both their online and in-store presence, and the opportunity ahead, for retailers, advertisers, and the broader ecosystem, is significant,” Mirakl Ads vice president Octavie Gosselin added.
The integration is anticipated to launch in Q3, with beta testing already underway.
