Retail Media

Vusion Bets the Next Big Media Is the Physical Store

Vusion, the global leader in AI-powered digitalization solutions for physical commerce, has signed an agreement to acquire In-Store Media (ISM), a well-established Barcelona-based retail media company. The deal is designed to accelerate the digitalization of in-store retail media and open new revenue opportunities for retailers and brands.

The move marks a major step in Vusion's strategy to turn stores into digital media assets and live shopper engagement hubs. Over the past five years, retail media has become one of the most important profit growth drivers for retailers — but that growth has come primarily through online channels. Vusion is wagering that the next chapter plays out on the shop floor, combining its connected store technology with ISM's established position in retail media.

The Untapped Media Surface: The Store Itself

Despite retail media's online boom, the vast majority of shopper traffic and purchasing decisions still take place in physical stores — the very moment when retailers and brands have their best shot at engaging consumers. As retailers hunt for new revenue streams, stronger brand partnerships, and more engaging shopper experiences, in-store is expected to become one of the fastest-growing areas of retail media.

ISM brings the pieces Vusion needs to capitalize on that shift: deep expertise in designing effective in-store retail media networks, proven execution, and long-standing commercial relationships.

• Long-standing relationships with 90 retail banners and more than 1,600 brands.
• A strong international track record across 9 countries spanning EMEA, the Americas and APAC.
• Approximately €120 million in 2025 revenue with robust profitability.
• A wide, flexible portfolio of over 50 media solutions across both print and digital formats.

The next big digital media is the physical store. Retail media has already transformed the economics of online commerce. The next frontier is in stores, where most shopper traffic remains and decisions of purchase are made. By combining Vusion's connected store platform with In-Store Media's track record, execution capabilities, and relationships with retailers and brands, we are helping retailers turn store traffic into measurable media value, new revenue streams, and more engaging shopper experiences in stores. — Thierry Gadou, Chairman and CEO of Vusion

Closing the Loop From Shelf to Sale

Vusion expects the acquisition to strengthen its position in connected commerce and to promote retail media as a core pillar of its connected store vision. Practically, ISM adds the advertising expertise, brand and retailer relationships, and operating capabilities needed to monetize the store at scale — closing the loop between in-store exposure, shopper engagement and purchase outcomes. Together, the two companies aim to build a new platform for digital in-store retail media that connects retailers, brands and shoppers through measurable, real-time in-store activation.

In-Store Media has developed itself by helping retailers and brands activate the full potential of physical stores. Joining Vusion would allow us to accelerate this mission with the technology, scale, and global footprint required to digitize in-store retail media at a new level. Together, our companies will support retailers in generating additional value from their foot traffic while creating better, more relevant experiences for shoppers. — Fernando de Vicente, CEO of In-Store Media

Why Marketers Should Pay Attention

For brand and retail marketers, this signals that in-store is becoming a measurable, biddable media channel rather than a static promotional afterthought. If Vusion delivers on real-time, closed-loop activation — tying shelf-side exposure directly to purchase outcomes across ISM's network of 90 banners and 1,600+ brands — the "moment of truth" at the shelf turns into inventory marketers can plan, target and attribute much like they already do online.

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Deal Terms and Advisors

The transaction has been approved by Vusion's Board of Directors. Completion remains subject to regulatory approvals and other customary closing conditions and is expected to be financed with debt. In-Store Media was advised by GBS Finance, Mizuho Greenhill and Baker McKenzie as financial and legal advisors, while Vusion was advised by JP Morgan and White & Case as financial and legal advisors, respectively. As Vusion is currently in a quiet period, all inquiries are to be addressed following publication of its H1 2026 revenue on July 30, 2026.

Background: Vusion & In-Store Media

Vusion is the global leader in AI-powered digitalization solutions for physical commerce, serving over 350 major retail groups worldwide. In-Store Media, headquartered in Barcelona, Spain, is a well-established in-store retail media company with a proven track record in designing, deploying and monetizing retail media networks across physical stores.