{
  "slug": "iab-grocery-tv-2026-10-14t18-6",
  "company": "IAB & Grocery TV",
  "headline": "43% of marketers underutilize in-store retail media, though all see full-funnel potential.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Supermarket News & The Shelby Report",
  "source_url": "https://www.supermarketnews.com/retail-media/almost-half-of-grocers-are-underutilizing-retail-media-study",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/iab-grocery-tv-2026-10-14t18-6",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Channel underinvestment despite recognized value · IAB & Grocery TV\n\n43% of marketers underutilize in-store retail media, though all see full-funnel potential.\n\nif you sell CPG into grocers, 43 percent of your competitors are not bidding on in-store media even though they acknowledge it works. This is open inventory. Pitch your CPG brand's retail media spend directly to your distributor or the grocer's media team, not just the category buyer. Most brands wait for permission; ask for the media kit first.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/iab-grocery-tv-2026-10-14t18-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/iab-grocery-tv-2026-10-14t18-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-grocery-tv-2026-10-14t18-6",
      "chars": 968,
      "limit": 3000,
      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Channel underinvestment despite recognized value · IAB & Grocery TV\n\n43% of marketers underutilize in-store retail media, though all see full-funnel potential.\n\nif you sell CPG into grocers, 43 percent of your competitors are not bidding on in-store media even though they acknowledge it works. This is open inventory. Pitch your CPG brand's retail media spend directly to your distributor or the grocer's media team, not just the category buyer. Most brands wait for permission; ask for the media kit first.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/iab-grocery-tv-2026-10-14t18-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/iab-grocery-tv-2026-10-14t18-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-grocery-tv-2026-10-14t18-6",
      "alt_chars": 968,
      "alt_limit": 3000
    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Channel underinvestment despite recognized value · IAB & Grocery TV\n\n43% of marketers underutilize in-store retail media, though all see…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/iab-grocery-tv-2026-10-14t18-6",
      "chars": 289,
      "limit": 300
    },
    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers underutilize in-store retail media, though all see full-funnel potential.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nA joint IAB and Grocery TV study found that while marketers recognize in-store retail media's role across the full funnel, 43 percent admit they are not fully using it, per Supermarket News and The Shelby Report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you sell CPG into grocers, 43 percent of your competitors are not bidding on in-store media even though they acknowledge it works. This is open inventory. Pitch your CPG brand's retail media spend directly to your distributor or the grocer's media team, not just the category buyer. Most brands wait for permission; ask for the media kit first.\nWhat that means for you: if you sell CPG into grocers, 43 percent of your competitors are not bidding on in-store media even though they acknowledge it works. This is open inventory. Pitch your CPG brand's retail media spend directly to your distributor or the grocer's media team, not just the category buyer. Most brands wait for permission; ask for the media kit first.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Supermarket News & The Shelby Report: https://www.supermarketnews.com/retail-media/almost-half-of-grocers-are-underutilizing-retail-media-study.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
      "chars": 1785,
      "limit": 0
    }
  }
}