Retail media platform Zitcha has entered a strategic partnership with US-based firm Venvee, launching a solution aimed at enhancing in-store retail media measurement.

The collaboration is set to provide a more targeted, effective, and measurable approach to advertising campaigns for retail media networks and their brand advertisers.

Venvee utilises spatial AI to understand and activate audiences, and measure campaign performance based on in-store behaviour. The integration of this technology with Zitcha's platform will offer retailers and brands insights into the impact of digital screen advertising within stores.

"The collaboration with Venvee is a major advance for in-store retail media, representing a significant milestone in Zitcha’s digital screen ad solution," said Troy Townsed, Zitcha CEO. "It closes the loop on reporting the impact and effectiveness of in-store advertising, which has traditionally been harder to evaluate than onsite and offsite retail media activity. Retailers and advertisers needed a solution to create targeted and measurable in-store advertising campaigns. With Venvee's technology integrated into our platform, they now have it, including the capability to better evaluate the performance of their ads, seamlessly integrate data into their omnichannel strategies and optimise their campaigns."

The partnership comes at a time when omnichannel retail media is predicted to be worth US$60 billion globally by the end of 2024, with in-store sales accounting for 90% of all sales worldwide.

"With the combination of Zitcha’s planning, activation, and online measurement, and Venvee’s in store audience generation and measurement, retailers can now have an out of the box retail media product without a digital dependence," said James Bauer, CEO of Venvee. "This enables an entirely new market of retailers to serve their brands in a way that is functional at any scale."

Venvee's technology creates a virtual 3D model of the store, dubbed a 'digital twin', and collects the full in-store journey of each individual shopper through the retailer's security cameras.

This partnership follows Zitcha's collaboration with Broadsign, which allows brand advertising partners to view inventory availability, book campaigns, and review campaign performance on in-store digital networks.