Current digital signage solutions for retailers are very fragmented. Retailers want to be able to monetize their first party data and are making enterprise level investments to make their data more attractive to advertisers, with a focus on monetization. However, when it gets to monetization of in-store screens, that is where things get complicated. In this session, we will provide an outside-in view of the challenges facing retailers who are embarking on their data monetization journey when it comes to in-store signage, and the considerations for the brands that fuel these solutions with paid advertising.