s Full-Funnel Opportunity , was commissioned by Grocery TV and the IAB and fielded online in July 2026 through the IAB In-store media is becoming an increasingly important part of retail media The Interactive Advertising Bureau and Grocery TV on October 1, 2026 published research in which 43% of 100 US retail media buyers and decision-makers said their organisation is underutilising its in-store retail media investment. According to the two organisations, the shortfall has less to do with doubts over whether shops belong in a media plan than with who controls the money, how much inventory can be bought and how results are counted. In Short Two advertising organisations asked 100 people who buy ads inside shops how they use them, and 43 said their company is not getting as much from those screens, speakers and displays as it could.