How Ad-Tech Is Invading Physical Retail Spaces

Digital advertising inventory is expanding

Walgreens' coolers will feature digital doors that display images of the contents within, like drinks or frozen foods, and also offer targeted advertising opportunities.

Just as brands have long been able to target consumers online with cookies, retailers are now experimenting with their own form of tracking technology—mostly smart shelves and cameras—that allow them to determine consumer characteristics and deliver more personalized messaging as they shop.

This story first appeared in the Feb. 25, 2019, issue of Adweek magazine. Click here to subscribe.
@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.
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