Broadsign and Mirakl Ads have announced a strategic partnership that connects in-store retail media with e-commerce advertising, closing a long-standing gap between the two buying channels for retail media networks.

Broadsign supplies the digital out-of-home (DOOH) software platform that runs screen networks inside stores. Mirakl Ads operates the retail media side of Mirakl's marketplace technology, used by retailers to sell sponsored placements across their e-commerce properties. The partnership links those two stacks, so a retailer running both can treat in-store screens and online ad inventory as parts of one retail media program rather than separate operations.

What does the partnership change for practitioners?

For retail media and DOOH teams, the deal addresses an operational split that has persisted since in-store retail media began scaling. Screen networks inside physical stores typically run on dedicated DOOH platforms, while marketplace and on-site advertising runs through separate retail media systems. Advertisers buy the two channels through different interfaces, with different measurement approaches and different booking workflows.

By connecting Broadsign's in-store screen capability with Mirakl Ads' e-commerce retail media platform, the partnership aims to give retailers and advertisers a unified path to both. The practical implications for practitioners:

• Retailers on the Mirakl marketplace platform can extend their retail media offering from e-commerce into the physical store through Broadsign-powered screens.
• Advertisers planning campaigns against a retailer's audience can coordinate online and in-store placements rather than negotiating each channel separately.
• Retail media networks gain a route to monetize in-store screen inventory alongside marketplace ad inventory within one commercial framework.

Why now?

In-store retail media has moved from experiment to line item. Retailers have invested heavily in screens at shelves, end caps and checkout areas, and they want that inventory sold with the same discipline and automation as their on-site ad slots. E-commerce marketplaces, meanwhile, have mature ad businesses with established demand from brands.

The two sides of that equation have historically met only through custom integrations and manual sales effort. A packaged partnership between an established DOOH platform and a marketplace ad platform signals that vendors now see combined online-and-in-store retail media as a standard product category rather than a bespoke project.

What to watch

Broadsign and Mirakl Ads describe the arrangement as a strategic partnership. The companies have not detailed rollout timelines, participating retailers or commercial terms in the announcement. For marketing operations and retail media teams already running Mirakl marketplaces or Broadsign screen networks, the immediate question is integration scope: which screen placements become bookable through which interface, and how measurement reconciles across channels.

The direction of travel is clear. Retail media is consolidating around the store as a full-funnel medium, and platform deals like this one are how that consolidation reaches practitioners.