Retail Media is moving beyond the “Walled Garden”, and it’s going programmatic.

For years, the biggest challenge in retail media has been fragmentation. Each retailer was its own island, making it difficult for agencies and brands to scale their in-store efforts. That is officially changing. Doohlabs and ReTALE have just launched a live production milestone at Tokmanni (Finland’s largest discount retailer) that brings three massive forces together:

  • Open Commerce Media Networks
  • In-Store Retail Media
  • Programmatic Buying

Why does this matter? Until now, buying in-store media required manual effort and separate processes. By opening these networks to programmatic marketplaces, agencies can now buy in-store screen inventory via the same tools (like Adform) they use for digital and mobile.
The Key Takeaways:

1. Efficiency: Automated booking and reporting through a single workflow.
2. Precision: Reaching customers at the most critical stage—the point of purchase.
3. Scale: Moving from siloed store networks to an open ecosystem where advertisers can reach millions of visitors across multiple locations.
The “store in the core” approach is no longer just a theory; it’s a live, programmatic reality.

Check out the full breakdown here: https://www.doohlabs.com/post/open-commerce-media-networks-go-programmatic

#RetailMedia #ProgrammaticDoohlabs #CommerceMedia #AdTech #Innovation #InStoreMarketing