How Ad-Tech Is Invading Physical Retail Spaces

Digital advertising inventory is expanding

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.

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