Grocery TV teams with Esri for data-driven ads
Discover how Grocery TV teams with Esri to deliver data-driven ads, leveraging 3,500 audience attributes for precise retail media targeting across 6,700 stores.
Grocery TV, the in‑store retail media platform, announced a partnership with Esri to add behavioral and psychographic targeting to its network of more than 6,700 retailer‑owned stores.
New data layers expand audience options
Through Esri’s Market Potential dataset, the company now accesses more than 3,500 audience attributes. The attributes cover categories such as automotive, finance, health and wellness, telecom and consumer packaged goods. Brands and agencies can use the same segments that guide TV and digital buys to plan in‑store campaigns.
Historically, in‑store media relied on broad demographic or geographic proxies. The new capability lets advertisers build custom store lists that target shoppers who over‑index on specific behaviors, for example, those planning to purchase a vehicle, prioritizing organic food or recently switching wireless carriers.
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“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.”
Industry context and rollout
The collaboration 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.
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The Esri partnership follows Grocery TV’s April partnership with ABCS Insights, which introduced third‑party sales‑lift measurement to its network.
“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.”
The company 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.
