Traditional in-store advertising has existed for decades, but as retailers roll out digital screen networks, a sharper strategic question is emerging: where does digital in-store fit?

DOOH has spent years building the infrastructure to scale, measure, and monetize screen-based media across large networks. Retail media has transformed how retailers monetize digital environments online. Digital in-store sits at the intersection, inheriting assumptions from each, but not fully belonging to either.

In this roundtable, participants will work through that tension. Is digital in-store best understood as an extension of DOOH? How does it fit into the broader retail media ecosystem? Or is it a distinct channel that needs its own operating model and measurement framework?