Adrian J Cotterill, Editor-in-Chief
Former Vibenomics co-founder Brent Oakley has setup the In-Store Marketplace (ISM), something he claims is the retail industry’s first centralized platform for digital in-store media integration.
The platform streamlines how retailers, brands and solution providers activate and manage their in-store advertising campaigns, addressing a critical need for standardization in the rapidly expanding market.
“The retail media industry has been waiting for a solution that bridges the gap between opportunity and execution,” said Brent Oakley, President of ISM. “Until now, merchants have faced unnecessary complexity while developing a standardized plan for in-store media programs, forcing them to choose between revenue potential and operational efficiency. Our platform eliminates this trade-off, enabling retailers to easily transform their physical stores into powerful digital marketing channels.”
New research from ISM’s inaugural In-Store Readiness Report provides deeper insight into the current state of in-store media integration and innovation. The comprehensive study, which analyzed nine verticals across the retail media ecosystem, found that all evaluated sectors, including grocery, drug and home improvement, require significant advancement across key areas including in-store experience, infrastructure, monetization and measurement capabilities. This finding signals a clear market need for standardized solutions that can scale globally, as retailers work to enhance their digital advertising capabilities at the point of purchase.
“The next phase of retail media growth demands seamless integration and scaling capabilities. ISM brings a unique understanding of both retail operations and media monetization to the table,” said Bobby Watts, SVP Executive Lead AD Retail Media at Ahold Delhaize USA. “Their enterprise platform provides the control and flexibility we need to expand our in-store media offerings while maintaining focus on what matters most — delivering value to customers and brand partners.”
At launch, ISM’s enterprise platform is already transforming how retailers approach in-store media, offering standardized integration with existing retail technology, unified inventory access and streamlined campaign management through programmatic, self-service or managed services. The company debuts with an established presence in strategic global markets across the United States, Europe, Australia and APAC, positioning ISM at the forefront of retail media’s next evolution.
Brent is a seasoned entrepreneur with a proven track record of innovation in retail technology and media. As the original co-founder of Vibenomics, he successfully built and scaled a nationwide retail media network, bringing deep expertise in both retail operations and advertising technology to ISM’s mission of transforming the in-store media landscape.
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