Grocery TV, the in-store retail media platform, has partnered with Esri to enhance behavioral and psychographic targeting across its retailer-owned network of more than 6,700 stores. Through Esri’s Market Potential dataset, the platform now incorporates more than 3,500 audience attributes spanning categories including automotive, finance, health and wellness, telecom and CPG.
The partnership lets brands and agencies plan in-store campaigns using the same behavioral segments they rely on for TV and digital buys. In-store media has historically depended on broad demographic or geographic proxies, but advertisers can now build custom store lists targeting shoppers who over-index on specific behaviors, such as planning to buy a vehicle, prioritizing organic food or recently switching wireless carriers.
“In-store media is increasingly being viewed as an extension of video and digital strategies, not just an out-of-home buy,” said Marlow Nickell, co-founder and CEO of Grocery TV. “The partnership with Esri enhances our ability to let media buyers approach in-store by audience, not just by placement. Most purchases still happen in physical stores, and reaching the right shopper at the point of decision is one of the most valuable moments in the funnel.”
A maturing channel
The partnership arrives as in-store retail media scales and targeting and measurement capabilities become standard expectations. eMarketer recently raised its 2026 digital out-of-home forecast by 18 percent, citing in-store media’s growth. The Esri collaboration follows Grocery TV’s April partnership with ABCS Insights to bring third-party sales-lift measurement to its network, part of a broader industry shift toward closed-loop attribution and audience segmentation.
“Esri has long helped organizations understand consumer behavior at the local level,” said Chris Nickola, director of commercial. “Partnering with Grocery TV brings that intelligence directly into the in-store media planning process, connecting behavioral and psychographic insights to the physical environments where most shoppers visit every week.”
Grocery TV works with more than 120 retail partners, reaching an estimated 95 million unique shoppers across independent and regional grocers nationwide. The Esri-powered targeting is available now to brands and agencies planning campaigns on the platform.