By 2027, the European market for retail media is set to reach 27 billion euros. A figure that illustrates the frenzy that is gripping brands, attracted by the ultra-fine audience of retailers who, for their part, are finding a growth driver with spectacularly higher margins (up to six times higher) than in their core business. Omnichannel, retail media is nevertheless driven by its digital version – where many purchasing decisions are made – which accounts for over 70% of budgets. But while 80% of purchases are still made in-store, how can we take advantage of the mass of customer data on a segment that doesn’t allow for the one-to-one personalization that digital does? In an omnichannel retail media strategy, the real value lies in combining retailers’ historical data with real-time data from the store, and leveraging it for audience segmentation, activation and performance measurement. A real paradigm shift therefore seems necessary, if in-store retail media is not to become a mere DOOH artificially boosted by data.