Broadsign and Mirakl Ads partner to help retailers deliver a more unified shopper experience

Retail media has become one of advertising's fastest-growing channels, but as the industry matures, many retailers and advertisers still face a common challenge: delivering seamless omnichannel campaigns that reflect how consumers actually shop.

Today's shoppers don't think in channels. They research products online, browse marketplaces, visit stores, and make purchases across multiple touchpoints. Yet the systems used to plan, activate, and measure retail media often remain fragmented across digital and physical environments, creating inefficiencies for retailers and making it harder for advertisers to execute and evaluate campaigns holistically.

To help bridge that gap, Broadsign and Mirakl Ads have entered into a strategic partnership designed to connect online and in-store retail media. Together, the companies aim to give retailers a more unified way to monetize their audiences while helping advertisers reach shoppers more effectively throughout the purchase journey.

Bringing online and in-store retail media together

Mirakl powers many of the world's leading eCommerce marketplaces and retail media networks, helping retailers monetize digital shopper experiences through Mirakl Ads. Broadsign, which powers more than 2.8 million static and digital signs worldwide, helps retailers transform physical locations into scalable media channels.

As retail media continues to mature, advertisers are increasingly demanding omnichannel solutions that better reflect how consumers shop. However, executing campaigns across the entire customer journey, including online, offline, and in-store channels, often involves managing multiple vendors, fragmented planning processes, and siloed reporting.

This partnership aims to change that by integrating Mirakl Ads' retail media solution for eCommerce and digital marketplaces with Broadsign's in-store media platform. Together, the companies are creating a more unified framework that enables retailers to activate, manage, and measure campaigns across the shopper journey while giving advertisers a simpler way to access both digital and in-store inventory.

For retailers using or considering Mirakl Ads, the integration supports a single campaign brief and point of contact for both eCommerce placements and in-store digital screens, while opening new opportunities to monetize physical store assets alongside existing online inventory.

Built around retailer control

As the two companies build the integration, retailer control over data, shopper experience, inventory, and pricing decisions will remain central to the experience. Mirakl Ads will power the retail media network, while the Broadsign Platform manages the technical delivery of content across in-store screens, allowing retailers to extend their retail media offerings while maintaining the flexibility to build on existing technology investments.

At the same time, advertisers benefit from a consolidated view of campaign performance across online and in-store channels, making it easier to measure results, compare investments, and optimize spend across the full shopper journey.

Unlocking new opportunities for retailers and advertisers

By connecting online and in-store inventory, retailers can create more comprehensive media offerings that better reflect how consumers engage with brands. In-store screens become an extension of the retail media network, creating additional monetization opportunities while giving advertisers access to high-value moments closer to the point of purchase.

For Mats Klevjer, Director of Partnerships for Retail Media at Broadsign, the opportunity lies in breaking down long-standing barriers between channels. "Retail media has evolved rapidly, but online, offline, and in-store are often still treated as separate channels, leading to missed opportunities and revenue," says Klevjer. "Our work with Mirakl Ads on this integration breaks down those barriers, helping retailers give advertisers the ability to transact on in-store screens with the same ease and performance metrics they expect of digital campaigns."

The partnership is also designed to help retailers maximize the value of every customer touchpoint while delivering a more seamless experience for advertisers. “Retailers are asking for solutions that maximize the value of every customer touchpoint, both digital and physical,” said Octavie Gosselin, Vice President of Mirakl Ads. “By partnering with Broadsign, we are setting out to build a truly unified retail media platform. Starting today, brands can already benefit from a single campaign brief covering both their online and in-store presence, and the opportunity ahead, for retailers, advertisers, and the broader ecosystem, is significant.”

Both companies are actively bringing this omnichannel vision to life, with phased capabilities expected to expand.

About Broadsign

Broadsign is the leading out-of-home (OOH) advertising technology platform, transforming how retailers, OOH media owners, and ad buyers reach and connect with audiences. More than 2.8 million static and digital signs along roadways and in shopping malls, grocery and convenience stores, airports, transit systems, and other OOH venues run on Broadsign. The Broadsign Platform helps customers seamlessly plan, deliver, and optimize dynamic, data-driven in-store and OOH campaigns.

Through Broadsign’s programmatic SSP, Place Exchange, and integrations with 50+ omnichannel and OOH DSPs, the company offers advertisers and media buying agencies the largest footprint of global OOH inventory, enabling them to intuitively execute guaranteed and non-guaranteed OOH campaigns across a variety of OOH formats. Interoperability with retail POS systems, loyalty programs, and omnichannel media platforms allows retailers to create engaging, measurable in-store experiences that tie into on- and off-site campaign strategies.

About Mirakl

Founded in 2012, Mirakl has been at the forefront of marketplace innovation, empowering every business to compete in the platform economy.

Today, Mirakl’s operating system combines an enterprise marketplace solution (Mirakl Platform) that enables retailers and B2B organizations to launch, scale, and operate marketplaces and dropship, AI-powered multichannel selling (Mirakl Connect), retail media (Mirakl Ads) and an agentic commerce infrastructure (Mirakl Nexus).

With dual headquarters in Boston and Paris, Mirakl helps a global ecosystem of 450+ marketplaces (B2C and B2B) and a network of over 100k third-party marketplace sellers. Brands like Macy's, Decathlon, Carrefour, Asos, and Airbus Helicopters use Mirakl to grow their businesses in new and remarkable ways.

Contact: press@mirakl.com