Broadsign and Mirakl Ads unite in-store and digital retail media

Broadsign and Mirakl Ads said on June 24 they will combine in-store screens and digital retail media into a single campaign system, an arrangement that pushes the store floor deeper into the advertising business. The partnership was unveiled in Cannes, France, during the 73rd Cannes Lions International Festival of Creativity, and the companies framed it as a way to let retailers activate, manage and measure campaigns across the shopper journey without splitting planning between separate vendors.

The pitch is straightforward: one brief, one point of contact and one performance view across e-commerce placements and in-store digital screens. Broadsign said its in-store platform already operates in 107 countries and serves 48 billion ads a month and 193 billion impressions a month, a scale that helps position store screens as a mature media channel rather than a pilot. Mirakl said its retail media platform gives retailers control over ad inventory, placements, pricing and advertiser performance, while also using AI-powered product mapping, campaign optimization and seller onboarding tools.

For Big Lots, the timing lands in the middle of a store base that has already been through a wrenching reset. The company filed Chapter 11 on September 9, 2024, and that case was converted to Chapter 7 effective November 10, 2025. Variety Wholesalers then acquired 219 Big Lots stores out of bankruptcy and began reopening locations in waves starting April 10, 2025. That matters because retail media depends on consistency: if a retailer wants to sell screens, endcaps and in-store messaging as part of the same media package, it has to standardize those assets across reopened stores, remodeled stores and different operating setups.

The broader market is moving in the same direction. A 2026 retail media outlook from Coresight Research put the category at $203.9 billion and described in-store media as accelerating. That puts pressure on chains to show that stores are not just places to transact, but measurable parts of the media network that drives those transactions. In a business like Big Lots, where assortment presentation and store execution already shape the customer trip, that shift could make signage, seasonal resets and shelf placement part of a much larger revenue conversation.