Observed Signal · Jul 30, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Commerce & Retail Media Market: Grocery TV and Esri Partner for Data-Driven In-Store Media
Grocery TV announced a partnership with Esri to integrate Esri’s Market Potential dataset into Grocery TV’s in-store retail media platform. The integration adds more than 3,500 behavioral and psychographic audience attributes across Grocery TV’s national network of 6,700+ grocery stores, enabling brands and agencies to plan in-store buys against audience segments similar to TV and digital planning. Grocery TV says it works with 120+ retail partners and reaches 95 million unique shoppers. Esri and Grocery TV frame the collaboration as bringing location intelligence and local consumer behavior insights into in-store media planning as the channel scales.
Partnership brings granular location and consumer-behavior data into in-store retail media at scale (6,700+ stores, 95M shoppers), aligning in-store planning with TV/digital audience approaches and supporting maturation of the retail media channel.
Key Takeaways & Evidence Grounding
- Grocery TV announced a partnership with Esri to enhance behavioral and psychographic targeting in in-store retail media.
- The integration incorporates over 3,500 audience attributes via Esri’s Market Potential dataset across Grocery TV’s 6,700+ store network.
- Grocery TV reports more than 120 retail partners and reach to 95 million unique shoppers.
- eMarketer raised its 2026 DOOH forecast by 18%, cited in the article as reflecting growth in in-store media.
Connected Companies & Entities
6 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
Pendulum
Enterprise social intelligence SaaS for multimodal brand monitoring.
“Marketing Technology News: MarTech Interview with Mark Listes, CEO @ Pendulum Intelligence (link text referenced in the article)....”
Esri
Private GIS software company selling mapping and spatial analytics platforms.
“Through Esri’s Market Potential dataset, the platform now incorporates over 3,500 audience attributes spanning categories like automotive, f...”
EMARKETER
B2B research platform for media, advertising, and commerce intelligence.
“eMarketer raised its 2026 DOOH forecast by 18% to reflect the growth of in-store media....”
PR Newswire
Press-release distribution and PR workflow software brand.
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series is the publishing platform hosting the announcement (site header and publisher info)....”
Ontology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.