GroceryTV adds 3,500 behavioral audience attributes through Esri partnership

Retail media platform GroceryTV announced a partnership with geographic‑information firm Esri that adds more than 3,500 behavioral and psychographic audience attributes to its in‑store advertising network of over 6,700 retailer‑owned stores. The new data, drawn from Esri’s Market Potential dataset, cover categories such as automotive, finance, health and wellness, telecom and consumer packaged goods, allowing brands to build custom store lists based on shopper behaviors like planning a vehicle purchase or prioritising organic foods.

CEO Marlow Nickell said the deal lets advertisers “approach in‑store by audience, not just by placement,” aligning in‑store media planning with the segment‑based logic used for television and digital campaigns. GroceryTV, which serves about 95 million unique shoppers through more than 120 retail partners, made the capability available immediately for brands and agencies seeking performance‑driven media plans.