Key takeaways:
- Vusion has signed an agreement to acquire In-Store Media, a Barcelona-based retail media company with roughly €120 million in 2025 revenue, relationships with more than 90 retail banners and a presence in nine countries.
- ISM brings more than 1,600 brand partnerships and a portfolio of 50-plus print and digital media solutions, giving Vusion the advertising expertise and operating capabilities needed to monetize physical stores at scale.
- The deal positions Vusion to close the gap between online and in-store retail media, turning physical store traffic into measurable ad revenue at a moment when most shopper purchases still happen in person.
Vusion has signed an agreement to acquire In-Store Media (ISM), a Barcelona-based in-store retail media company.
France-based Vusion, which provides AI-powered digitalization solutions to more than 350 major retail groups worldwide, will connect to ISM’s position in retail media, with both companies aiming to accelerate the digitalization of in-store advertising, according to a news release.
“The next big digital media is the physical store,” said Thierry Gadou, Chairman and CEO of Vusion, in a statement. “Retail media has already transformed the economics of online commerce. The next frontier is in stores, where most shopper traffic remains and decisions of purchase are made. By combining Vusion’s connected store platform with In-Store Media’s track record, execution capabilities and relationships with retailers and brands, we are helping retailers turn store traffic into measurable media value, new revenue streams and more engaging shopper experiences in stores.”
ISM designs, deploys and monetizes retail media networks across physical stores. Founded in 1998, the company operates in nine countries across EMEA, the Americas and Asia-Pacific, including Spain, France, Portugal, Italy, Poland, Mexico, Argentina, Chile and the Philippines.
The company holds relationships with more than 90 retail banners and over 1,600 brands. Its portfolio spans more than 50 print and digital media solutions built to cover advertiser needs across hypermarkets, supermarkets, shopping centers, department stores and specialty stores. ISM generated roughly €120 million ($136 million) in revenue in 2025 with what Vusion described as robust profitability.
The Strategy Behind the Deal
Retail media has become one of the largest profit growth drivers for retailers over the past five years, mostly through online channels. Yet most shopper traffic and purchasing decisions still happen in physical stores. That gap is the opening both companies are targeting.
Vusion expects the acquisition to strengthen its position in connected commerce and to make retail media a core pillar of its connected store strategy. ISM adds the advertising expertise, brand and retailer relationships and operating capabilities Vusion needs to monetize the store at scale. Together, the companies plan to build a platform for digital in-store retail media that connects retailers, brands and shoppers through measurable, real-time in-store activation.
Fernando de Vicente, CEO of In-Store Media, described the deal as a way to scale ISM’s existing mission.
“In-Store Media has developed itself by helping retailers and brands activate the full potential of physical stores,” de Vicente said. “Joining Vusion would allow us to accelerate this mission with the technology, scale, and global footprint required to digitize in-store retail media at a new level. Together, our companies will support retailers in generating additional value from their foot traffic while creating better, more relevant experiences for shoppers.”
Vusion’s board of directors has approved the transaction. Completion remains subject to regulatory approvals and other customary closing conditions. The company expects to finance the acquisition with debt.
