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A Private Retail Media Network is a marketing and advertising platform created and owned by a retail property such as a shopping mall, airport, or mixed-use development. It allows brands and tenants to run targeted ads and promotions directly within that property. Unlike third-party ad networks, this system is fully controlled by the property owner, using their own Wi-Fi, digital screens, mobile apps, and visitor data to deliver personalized ads on-site.
In simple terms: It’s how malls and venues turn their space, Wi-Fi, and foot traffic into a powerful advertising channel they control.
A Private Retail Media Network combines physical and digital tools to help property owners:
Show targeted ads on digital displays or signage
Monetize Wi-Fi login pages with brand placements
Send personalized offers through apps or SMS
Trigger promotions based on visitor movement or dwell time
Give brands access to engaged, location-based audiences
All advertising happens within the venue, using first-party data – meaning the property owner maintains full control, enhances visitor privacy, and keeps advertising revenue in-house.
Retailers and property owners use Private Retail Media Networks to:
Generate new revenue from digital ads
Offer better, location-specific promotions to visitors
Strengthen partnerships with tenants and advertisers
Reduce dependence on outside ad platforms
Use visitor insights (like WiFi analytics and foot traffic) to optimize campaigns
They are becoming essential as malls, airports, and smart cities look to drive profit and improve the guest experience – all while staying GDPR/CCPA compliant.
Common Examples
Shopping malls offering ad space on digital screens
Sponsored WiFi login pages with retailer promotions
Airports promoting shops and services through real-time visitor data
Mixed-use districts sending personalized offers to visitors via apps
Turn your WiFi from a Cost Center to a Profit Center.
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