How Ad-Tech Is Invading Physical Retail Spaces

Digital advertising inventory is expanding

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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.

These in-store placements enable retailers to sell real estate to brands that want to speak to shoppers as they walk down aisles. But, while the data is anonymized, it also means shopping is becoming more Big Brother than ever before.



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This story first appeared in the Feb. 25, 2019, issue of Adweek magazine. Click here to subscribe.