Partnership lets brands plan against 3,500+ behavioral and psychographic audience attributes across 6,700+ grocery stores, aligning in-store buys with how national advertisers plan TV and digital

Grocery TV, the leading in-store retail media platform, today announced a partnership with Esri to enhance Grocery TV’s behavioral and psychographic targeting across its national retailer-owned network of 6,700+ stores. Through Esri’s Market Potential dataset, the platform now incorporates over 3,500 audience attributes spanning categories like automotive, finance, health and wellness, telecom, and CPG.

Brands and agencies can now plan against in-store audiences aligned with how they already plan and buy TV and digital. While digital campaigns are built around specific behavioral segments, in-store media has historically relied on broad demographic or geographic proxies. With Grocery TV, advertisers can build custom store lists around shoppers who over-index on behaviors such as planning to purchase a vehicle, prioritizing organic food, or recently switching wireless carriers.

“In-store media is increasingly being viewed as an extension of video and digital strategies, not just an out-of-home buy,” said Marlow Nickell, co-founder & CEO, Grocery TV. “The partnership with Esri enhances our ability to let media buyers approach in-store by audience, not just by placement. Most purchases still happen in physical stores, and reaching the right shopper at the point of decision is one of the most valuable moments in the funnel.”

eMarketer raised its 2026 DOOH forecast by 18% to reflect the growth of in-store media. As the channel scales, measurement and targeting capabilities have become table stakes. Major retailers have announced investments in closed-loop attribution and audience segmentation, signaling that the channel is maturing beyond experimental budgets into performance-driven media plans.

“Esri has long helped organizations understand consumer behavior at the local level,” said Chris Nickola, director of commercial, Esri. “Partnering with Grocery TV brings that intelligence directly into the in-store media planning process, connecting behavioral and psychographic insights to the physical environments where most shoppers visit every week. It’s a natural extension of how location intelligence can inform smarter, more relevant advertising.”

With over 120 retail partners and reaching 95 million unique shoppers, Grocery TV activates behavioral targeting at scale across independent and regional grocers nationwide.