Surfside has expanded its commerce media platform to bring personalized, data driven retail advertising deeper into the physical store environment, reflecting the growing convergence of digital and brick-and-mortar marketing. The company announced that its Commerce Media solution now includes in-store inventory, allowing brands and retailers to activate precision campaigns across digital menus, ordering kiosks, and point-of-sale systems, alongside existing ecommerce storefront placements. This development matters for the MarTech ecosystem as retail media networks increasingly look beyond online channels to influence high-intent shoppers at the exact moment of purchase.
With this expansion, in-store retail media becomes a fully addressable and measurable channel within Surfside’s broader omnichannel framework. Brands can now reach shoppers with personalized messaging informed by historical purchase behavior, while retailers gain a new way to monetize physical store screens that were traditionally treated as operational infrastructure rather than revenue generating assets. According to Surfside, this approach can help retailers offset or even fully cover the setup and operational costs associated with in-store digital displays.
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The updated platform is designed to connect in-store and digital touchpoints into a single, coordinated experience. Campaigns can be synchronized across onsite, offsite, and in-store environments, ensuring consistent messaging as shoppers move between channels. A key differentiator is closed loop measurement, which enables advertisers to directly link in-store ad exposure to verified in-store sales outcomes. This level of attribution has historically been difficult to achieve in physical retail, making in-store retail media a more accountable and performance oriented channel.
Surfside’s solution also incorporates dynamic creative optimization, allowing messaging to adjust automatically based on real time factors such as product availability, time of day, or local promotions. This ensures that ads remain relevant and context aware, reducing wasted impressions and improving shopper engagement. The platform is built to scale nationally, supporting the activation of thousands of screens across multiple locations without the operational friction often associated with traditional in-store advertising programs.
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Industry data underscores why this move is strategically important. In-store merchandising has been shown to increase product sales by up to nineteen percent, while omnichannel retail media campaigns that include in-store activations can deliver one and a half to two times higher return on investment compared with online-only efforts. By integrating in-store inventory into its commerce media stack, Surfside is positioning retailers to capitalize on these performance gains while giving brands a more complete view of shopper behavior.
“Through Surfside, we’ve empowered our retailers to unlock new value from in-store screens,” said Matthew Cutone, Founder and CEO at Seed Technology. “This solution not only creates an additional revenue stream, helping to offset operating costs for our retailers, but also helps them maximize engagement with consumers at the point of sale.”
The expanded inventory is already live in more than three thousand brick-and-mortar locations through partnerships with leading in-store screen and retail technology providers. As retail media networks evolve, in-store retail media is emerging as a critical extension of digital commerce strategies.
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