Introducing In-Store Ads: Scale Digital Screen Revenue Through Self-Service

Retail media is no longer just onsite. Retailers are being asked to grow revenue across every channel, and in-store digital screens represent real demand. But for most teams, that inventory is still managed through manual handoffs, disconnected systems, and offline approval workflows. That friction slows launches, increases overhead, and leaves in-store media performing below its potential.

Today, Topsort is launching In-Store Ads, a self-service ad format that brings digital store screen campaigns into the same workflow teams already use for onsite media. Vendors can create and track in-store campaigns directly in self-service. Marketplaces can manage slot configuration, approvals, and billing in the same admin environment. No separate tools. No disconnected reporting. No manual conversion loops.

This launch represents a structural change in how retail media teams can operate, one that makes in-store inventory as easy to sell and manage as onsite placements.

Why This Matters Now

The teams that will win in retail media over the next two years are not the ones with the most screen inventory. They are the ones that can activate, govern, and report on that inventory fastest. Right now, most in-store programs lose velocity at the execution layer, and not because of a strategy problem, but a workflow problem.

In-Store Ads closes that gap.

• Capture additional ad spend from existing demand: Vendors can launch in-store campaigns from the same dashboard they already use, which removes channel friction and increases campaign adoption.
• Shorten campaign launch cycles: Advertisers upload image assets and select slots in one guided flow, eliminating back-and-forth coordination and the manual steps that slow execution.
• Give buyers clearer visibility into available inventory: Each screen runs all assigned creatives sequentially in a loop. Each slot shows remaining capacity against that 24-hour window, so buyers know what share they are buying.
• Marketplace governance stays in-platform: No separate approval system. Marketplaces review and action vendor submissions directly inside Topsort.
• Unify monetization controls across onsite and in-store: Wallet and budget setup stay consistent with onsite campaigns, keeping finance operations clean and training time low.

How In-Store Ads Works

In-Store Ads is available in both vendor and marketplace interfaces inside Topsort.

For vendors: Open the In-Store tab, create a campaign, upload image assets, select slots, set campaign dates, connect wallet settings, and submit for approval. The flow mirrors the onsite campaign experience to keep setup intuitive.

For marketplaces: Access In-Store capabilities through Ad Formats > In-Store. Configure screens, view slot capacity and location details, review vendor submissions, and approve or reject campaigns. Marketplaces can also request provisioning for additional slots directly through Topsort.

Creative rendering: Advertisers upload static images. Topsort converts them automatically into 20-second silent video creatives optimized for each screen format, preserving aspect ratio while maximizing available display space. No separate conversion workflow required.

Reporting: Total spend, impressions per day, and total plays are all available in the same self-service environment where campaigns are created. Teams can evaluate results and plan next campaigns without exporting data elsewhere.

What Makes This Different

Most teams evaluating in-store advertising face a choice between building a custom integration, buying a standalone in-store ad platform, or continuing to manage placements manually. Each option introduces either cost, complexity, or operational drag.

In-Store Ads is different because it does not ask teams to choose a separate system. The key advantages:

• Adding in-store doesn't require an engineering project. Teams using supported screen providers can go live in hours, not sprints.
• No separate platform to manage. Campaigns, approvals, reporting, and spend controls all live in the same environment as onsite media.
• Self-service means vendors don't wait on your team to launch. Marketplaces stay in control of approvals without becoming the bottleneck.

Onboarding and Integration Expectations

Activation depends on your current screen provider setup. Teams using a provider Topsort already supports can often go live within hours. New provider integrations typically take one to two weeks on Topsort's side. Don't have a provider yet? Topsort can recommend partners to support deployment.

Get Started

If your team is ready to add in-store digital screens to your retail media offering, Topsort can streamline the launch process. You can use the same intuitive workflow you already use for your onsite campaigns.

To get started, review the setup guidance in the Knowledge Base, and then contact your Topsort account manager to enable In-Store Ads for your environment today.

New to Topsort? You can book a demo to learn more.

Frequently Asked Questions

What Is In-Store Ads in Topsort?
In-Store Ads is a self-service ad format that lets vendors and marketplaces run campaigns on physical store digital displays from within Topsort.

Who can create in-store campaigns?
Both vendors and marketplaces can create campaigns through their respective self-service interfaces.

What information is available when selecting a slot?
Users can see capacity percentage, store location, and display specifications such as dimensions.

Can marketplaces control approvals?
Yes. Marketplaces can approve or reject vendor-submitted in-store campaigns from the In-Store ad format section.

What reporting metrics are available?
Teams can track total spend, impressions per day, and total plays for in-store campaigns.

How long does onboarding take?
If the provider is already supported, onboarding can take a few hours. New provider integrations usually take one to two weeks.

Do clients need a separate UI for in-store campaigns?
No. Vendors and marketplaces use the same self-service UI pattern they already know in Topsort.