In-store digital advertising provider Vibenomics has announced an innovative partnership with Yahoo DSP, aimed at enhancing the programmatic retail media landscape. This strategic collaboration enables advertisers to utilize Yahoo’s demand-side platform (DSP) to efficiently purchase and manage in-store audio advertising inventory across Vibenomics’ extensive network, which spans over 25,000 locations across vital sectors including grocery, drug stores, sporting goods, home improvement, and convenience.

This partnership represents a significant opportunity for brands to connect with consumers at a crucial moment—the point of purchase. Advertisers can leverage Yahoo’s DSP not just to acquire inventory but also to manage their advertising campaigns and track performance in real-time, an aspect that is becoming increasingly vital in today’s data-driven marketing environment.

Mike Brunick, Senior Vice President of Commerce Media at Yahoo, emphasized that this collaboration taps into the swiftly expanding in-store audio market, contributing to more robust omnichannel solutions. He stated, “Through this integration, we’re providing partners with smarter, more timely ad placements that drive real results to millions of customers.”

Adding to this sentiment, Paul Brenner from Vibenomics asserted that the partnership accelerates retail media’s evolution, facilitating unprecedented precision in reaching shoppers. Notably, Vibenomics’ capabilities are set to grow as it expands its retail footprint to over 500,000 locations globally, having been acquired by Mood Media Co. in 2023.

This union between Vibenomics and Yahoo DSP exemplifies how technology can bridge digital and physical retail spaces, enriching the overall retail media ecosystem and offering advertisers new pathways to engage customers effectively.