“It’s a valuable opportunity to deliver relevant ads based on the context of the experience,” he told ADWEEK. “In Uber’s case, it’s where the rider is going (like the airport or the stadium). In Sam’s Club’s case, it’s relevant to the shopping experience and the ability to deliver ads for complementary products or introduce new products to consumers, which can help increase sales for the brand and basket size for the retailer. Win-win.”

Lipsman also described the launch as a step forward in retail media 2.0, which he defines as blending physical and digital experiences for shoppers, incorporating more digital and in-store ads while integrating with connected TV.

On the horizon, he notes, is retail media 3.0, which builds out in-store capabilities to include features like product samples, delivering greater lifetime value.