{"ok":true,"trend":{"id":627609,"platform":"news","region":"global","key":"research/analysis: iab study says 43% of marketers underuse in-store retail media","title":"Research/Analysis: IAB Study Says 43% of Marketers Underuse In-Store Retail Media","url":"https://news.google.com/rss/articles/CBMiswFBVV95cUxOX3ZoZENoS2VrbTJWYTdWS1hRTXRRakx1X3N0VUU0b0tIVERZdmRKT3Nrd25zM3V3SGJsaXZYd3AySFFITUI4aGZlczNPSjF0bGNCSkJ5UHRkX2FUcS1CS2Y2S0Ytc1FNVkgwZnV5aFV2SWtYSDNZZGJOampjRDNCRFI0b1EwN1k3bTkzNm03cnZvMHFEc19XNFozNlBtOUFzc2RMRldEbnVER3R2YlBheHZSUQ?oc=5","first_seen":"2026-10-01T16:11:16.980281Z","last_seen":"2026-10-01T18:55:39.409084Z","last_rank":28,"peak_rank":13,"last_volume":null,"peak_volume":0,"seen_count":3,"score":0.8365625,"category_hint":"retail","section":"business","category":"retail","summary":"A new IAB study finds that 43% of marketers are underusing in-store retail media, suggesting significant untapped potential in advertising placed inside physical retail environments. The research points to a gap between the rapid growth of retail media networks and how much of that spending is actually reaching brick-and-mortar channels. Industry observers see this as a signal that in-store formats remain an underexploited part of the retail media boom.","why":"Retail media is one of the fastest-growing areas of advertising, and findings about its underuse in physical stores matter to marketers planning budgets.","tone":"neutral","entities":["IAB","marketers","in-store retail media"],"summarized_at":"2026-10-01T16:13:29.642751Z","meta":{"via":"scan","lang":"en","term":"retail","source":"Sixteen:Nine","published":"Thu, 01 Oct 2026 15:08:46 GMT"},"nw":null,"promo":null,"kind":null,"importance":null,"hidden":false,"hide_reason":null,"judged_at":null,"title_en":"IAB Study Finds 43% of Marketers Underuse In-Store Retail Media","section_name":"Business","category_name":"Retail","timeline":[{"captured_at":"2026-10-01T16:11:16.980281Z","rank":13,"volume":null},{"captured_at":"2026-10-01T17:33:20.045262Z","rank":22,"volume":null},{"captured_at":"2026-10-01T18:55:39.409084Z","rank":28,"volume":null}],"posts":[{"platform":"news","url":"https://news.google.com/rss/articles/CBMiswFBVV95cUxOX3ZoZENoS2VrbTJWYTdWS1hRTXRRakx1X3N0VUU0b0tIVERZdmRKT3Nrd25zM3V3SGJsaXZYd3AySFFITUI4aGZlczNPSjF0bGNCSkJ5UHRkX2FUcS1CS2Y2S0Ytc1FNVkgwZnV5aFV2SWtYSDNZZGJOampjRDNCRFI0b1EwN1k3bTkzNm03cnZvMHFEc19XNFozNlBtOUFzc2RMRldEbnVER3R2YlBheHZSUQ?oc=5","author":"Sixteen:Nine","title":"Research/Analysis: IAB Study Says 43% of Marketers Underuse In-Store Retail Media","snippet":null,"posted_at":"2026-10-01T15:08:46Z","likes":null}],"elsewhere":[],"window":"7d"}}