Global omnichannel retail platform Zitcha and Canadian adtech firm Broadsign have partnered to provide access to Broadsign’s inventory on Zitcha’s retail platform.

The companies say the partnership allows retailers to maximise and monetise in-store digital display networks and enables advertising partners to view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels on the Zitcha platform. The new advertising product is global and now available in Canada.

By integrating Broadsign’s programmatic OOH technology and Zitcha’s in-store retail technology, advertisers can develop on and off-site retail marketing strategies that leverage a retailer’s first-party data to fine tune their targeting and attribution reporting.

With the combined technologies, a retail brand and its advertising partners can develop holistic on and off-site retail marketing strategies and leverage the retailer’s first-party data for customer targeting and attribution reporting.

Broadsign notes in its announcement that 80% of shopping still happens in-store and “retail media is expected to reach $125.7 billion in 2032.”

Broadsign works with major retailers around the globe to scale, manage and sell digital and static OOH inventory through automated software, intelligent campaign tools, network operations, and programmatic advertising. Zitcha is an omnichannel retail media platform based in Australia. It also operates globally.