{
  "slug": "retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0",
  "company": "Retail Media Ecosystem (Horizon Commerce + Pacvue, Grocery TV + IAB Study)",
  "headline": "Nearly 50% of grocers underutilize retail media; platforms consolidate to close gaps.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Supermarket News, MartechCube",
  "source_url": "http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac312eac6f84f99939d376e55c8d1c6&url=https%3a%2f%2fwww.supermarketnews.com%2fretail-media%2falmost-half-of-grocers-are-underutilizing-retail-media-study&c=2903487101898726604&mkt=en-us",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media measurement fragmentation, platform consolidation, grocer adoption lag · Retail Media Ecosystem (Horizon Commerce + Pacvue, Grocery TV + IAB Study)\n\nNearly 50% of grocers underutilize retail media; platforms consolidate to close gaps.\n\nMost brands still treat retail media like a silo—they buy a shelf ad, see impressions, never see the connection to actual sales. Grocers are slowly fixing this, but 50% haven't started. If you're a brand with enough scale to run retail media at a grocer, this is your leverage point: demand measurement. The grocer that closes the loop (ad → shelf visibility → purchase) wins your budget. This week, ask your grocer contact which retail media platform they use and whether it connects planning to measurement.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media measurement fragmentation, platform consolidation, grocer adoption lag · Retail Media Ecosystem (Horizon Commerce + Pacvue, Grocery TV + IAB Study)\n\nNearly 50% of grocers underutilize retail media; platforms consolidate to close gaps.\n\nMost brands still treat retail media like a silo—they buy a shelf ad, see impressions, never see the connection to actual sales. Grocers are slowly fixing this, but 50% haven't started. If you're a brand with enough scale to run retail media at a grocer, this is your leverage point: demand measurement. The grocer that closes the loop (ad → shelf visibility → purchase) wins your budget. This week, ask your grocer contact which retail media platform they use and whether it connects planning to measurement.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media measurement fragmentation, platform consolidation, grocer adoption lag · Retail Media Ecosystem (Horizon Commerce + Pacvue, Grocery TV + IAB Study)\n\nNearly 50% of grocer…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/retail-media-ecosystem-horizon-commerce-pacvue-grocery-tv-iab-study-2026-10-05t0",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Nearly 50% of grocers underutilize retail media; platforms consolidate to close gaps.",
      "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 👇\nAn IAB and Grocery TV study found that nearly 50% of grocers are not fully using retail media, while platform partners like Horizon Commerce and Pacvue expanded integrations to unify planning and measurement, per Supermarket News and MartechCube.\nHere's the cool part — the lever almost everyone misses (and you don't have to): 50% adoption lag means the other 50% of grocers are leaving revenue on the table. Brands running retail media campaigns should demand unified planning + measurement from their grocer partner. If your grocer can't show you the link between a shelf ad and a purchase, they're not running retail media—they're running guesses. The move: ask your grocer partner (Kroger, Publix, etc.) if they use a unified retail media platform; if not, you're funding fragmented reporting.\nWhat that means for you: Most brands still treat retail media like a silo—they buy a shelf ad, see impressions, never see the connection to actual sales. Grocers are slowly fixing this, but 50% haven't started. If you're a brand with enough scale to run retail media at a grocer, this is your leverage point: demand measurement. The grocer that closes the loop (ad → shelf visibility → purchase) wins your budget. This week, ask your grocer contact which retail media platform they use and whether it connects planning to measurement.\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, MartechCube: http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac312eac6f84f99939d376e55c8d1c6&url=https%3a%2f%2fwww.supermarketnews.com%2fretail-media%2falmost-half-of-grocers-are-underutilizing-retail-media-study&c=2903487101898726604&mkt=en-us.)\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",
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