Programmatic targeting solution capabilities have entered the physical retail space, as Westfield Rise launches a first-of-its-kind platform for in-mall Digital Out-of-Home (DOOH) advertising. The system leverages anonymized AI video analysis to segment shoppers across Westfield malls into over 600 profile types, including behavior-based insights such as store visits, age, gender, and interest cues like clothing or brand affinity.

This solution enables advertisers to programmatically control where, when, and to whom ads are displayed across mall screens, targeting fashion seekers, tech enthusiasts, or beauty fans at moments of high intent. By directly connecting ad impressions to store visits, the platform enables near real-time performance tracking, thereby enhancing campaign attribution and CPM optimization.

Currently available via DSPs like Perion and Hawk in France, the platform is fully GDPR-compliant and set to expand into the UK and Spain.

Image Credit: internetretailing.net