Salesforce has unveiled a new tool that puts its CRM capabilities to work in the growing field of retail media.

Announced Thursday ahead of NRF 2023, Salesforce for Retail Media allows clients to integrate first-party data from various sources to identify insights, as well as activate that data securely to provide ad buyers with direct access to target audiences within their network.

It also offers automated workflows to streamline ad operations and sales, as well as reporting and attribution options to help optimize campaign performance and provide insights to advertisers.

The campaign dashboard offers a full range of relevant campaign insights, including impressions, eCPMs, conversions and eCPCs.

The retail media services are available now, part of the broader Salesforce for Retail platform.

“Consumers today expect every moment to be connected, personalized, and seamless, and to succeed now, retailers must deliver on those expectations,” says Jujhar Singh, EVP and GM of Salesforce, adding that the new Salesforce for Retail updates help do that through helping brands leverage real-time data.

Salesforce announced the new tool among a suite of other retail-focused offerings. Those include updates to Commerce Cloud to integrate sales data across physical and online stores, as well as new analytics and automation options. It also updated its Genie data platform focused on reducing costs and making data ingestion easier.

GroupM’s latest forecast estimated that retailers globally earned $88 billion USD in revenue from selling ads last year, a number it expects to reach $101 USD billion – roughly 18% of digital advertising and 11% of all advertising. It further predicted that retail media advertising will grow by about 60% by 2027, exceeding that of all digital advertising. In the U.S., where retail media is most developed, Forrester predicts retail media spending to double over the next four years.