Broadsign and Mirakl Ads team up on unified retail media

Broadsign and Mirakl Ads announced a partnership at Cannes Lions to connect online retail media with in-store advertising in a single platform. The integration is slated to launch in Q3, with beta testing already underway, as retailers look to simplify campaign management and measurement across the shopper journey.

Why it matters: - Retail media is moving toward omnichannel buying, but many campaigns still run through separate systems for online, offline and in-store inventory. - The partnership aims to give retailers and brands one way to activate, manage and measure campaigns across e-commerce and physical stores. - The integration could open new revenue from in-store screens while giving advertisers a more complete view of campaign performance.

What happened: - Mirakl and Broadsign announced a strategic partnership during the 73rd Cannes Lions International Festival of Creativity in Cannes, France, on June 24, 2026. - The companies are integrating Mirakl Ads’ retail media tools for eCommerce and digital marketplaces with Broadsign’s in-store media platform. - The integration is expected to launch in Q3, and beta testing is already underway.

The details: - Retailers using Mirakl’s retail media tools will be able to offer advertisers one campaign brief and one point of contact across e-commerce placements and in-store digital screens. - Broadsign will handle the technical delivery of in-store content, while Mirakl Ads powers the retail media network. - Retailers will keep ownership of their data, shopper experience, inventory and pricing decisions. - The companies said retailers will be able to build on existing technology investments rather than replace them. - Advertisers will get a consolidated view of campaign performance across online and in-store channels. - The combined setup is designed to help advertisers measure, compare and optimize spend across the full shopper journey. - Broadsign develops a global platform for managing and monetizing out-of-home media and also operates Place Exchange by Broadsign, described as the largest independent SSP for Digital OOH. - Broadsign says more than 2.8 million static and digital signs run on its platform across roadways, airports, shopping malls, grocery and convenience stores, health clinics and transit systems. - Mirakl was founded in 2012 and now offers marketplace, multichannel selling, retail media and agentic commerce tools through its operating system. - Mirakl says its ecosystem includes 450+ marketplaces and more than 100,000 third-party marketplace sellers.

Between the lines: - The deal reflects a broader push to collapse retail media silos as advertisers demand a single view of shoppers who research online and buy in person. - Retailers may see the partnership as a way to monetize physical locations without giving up control of data or pricing. - For both companies, the value proposition is less about a new ad format and more about packaging existing inventory into a cleaner buying and measurement workflow.

What's next: - The companies are expanding the integration in phases. - Broadsign and Mirakl Ads expect the first launch in Q3, with more capabilities to follow after beta testing. - Retailers and brands will be watching whether the combined platform can make in-store media as easy to transact as digital retail media.