The trend: In-store retail media is emerging as a key focus for many retailers this year as they step up efforts to monetize store traffic and attract advertiser interest.

• Kroger plans to bring digital screens to more stores in 2026 following a successful pilot with tech provider Barrows, demonstrating its commitment to in-store retail media, the company told Modern Retail. Those screens will be present in a “good portion” of locations nationwide.

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