Retail media is a well known concept to all of us in ecommerce, but we usually go straight to thinking about digital retail media. What about retail media within the stores that we walk into every day and the future opportunity that the digitization of these stores might hold? Andrew Lipsman, former Principal Analyst at Insider Intelligence educates us on how in-store advertising is no new concept, but the potential for in-store retail media to be the next reach medium driving both branding and performance is immense should retailers and advertisers be able to close the loop with measurement.