Observed Signal · Jul 13, 2026 · Market Signal · Source: Perion · Impact: 4/5
Perion Delivers Programmatic Guaranteed for Digital-Out-Of-Home with Google’s Display & Video 360
Perion's full-stack DOOH infrastructure now supports programmatic guaranteed deal execution directly within Display & Video 360, giving buyers access to premium inventory at a global scale
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Recent verified developments and strategic activity across this market segment.
The holiday control room: how the best Q4 campaigns get managed, not just launched
The retailers who win this season aren't the ones with the best plan on September 1st. They're the ones whose campaigns are still learning and adjusting on December 23rd.
Retail Media Networks Revive Multi-Touch Attribution
Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.
What DMEXCO 2026 Told Us About the Future of Connected Media
New blog post added: 'What DMEXCO 2026 Told Us About the Future of Connected Media' (Events, 28 Sep 2026). Also, pagination updated from 11 to 12 pages.
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