With over 20 years of accumulated experience in large companies, CRM, media, and trade projects, the executives have been among the protagonists in the development of Retail Media in the country in recent years. Now, they consolidate this trajectory in a business that is born to support retailers, advertisers, technology platforms, and agencies to navigate clearly and effectively in this new ecosystem.
Digital Store Media (DSM) debuts in Brazil as the only consultancy 100% specialized in Retail Media with full-service operation. With the goal of guiding retailers in structuring their Retail Media fronts, with support in the area design, tool selection, team training, and data integration. At the same time, it works alongside advertisers and agencies, assisting in choosing the best partners, building cases, and efficiently allocating media budget. The company bets on a strategic consulting model that combines performance, awareness, robust measurement, and collaborative intelligence.
“Brazilian retail is facing a unique opportunity: turning its assets into an intelligent and highly profitable media ecosystem. Our role is to connect brands and retailers so that campaigns are more efficient, with a real impact on sell-out and brand building,” says Ricardo Vieira, founding partner of Digital Store Media.
“Having someone who knows the market, actively participates in it, and can simultaneously look at the retailer, the advertiser, and the tools is a huge opportunity to create value and accelerate results, whether in sales or visibility,” says Carlos Lacerda, co-founder of DSM.
The consultancy offers a comprehensive diagnosis of retail media initiatives within companies, creates customized plans for each stage of the funnel (onsite, instore media, and offsite), supports in defining KPIs and establishing consistent metrics for measurement and attribution. Additionally, DSM also works closely with retailers to accelerate the structuring of new Retail Media areas as a business model, as well as speed up the monetization of inventories, with marketing strategies and intelligent management of the journey in structured retailers.
Among the consultancy’s differentiators are strategic planning, formation of skilled teams, support for commercialization, execution with integrated data, development of co-op campaigns with retailers and delivery of reports providing a 360-degree view of campaign performance. The goal is for both brands and retail networks to gain efficiency, predictability, and clear returns on their investments.
“Different retail networks from various channels are currently operating at different maturity stages in Retail Media management and governance. It is necessary to understand the fundamental steps for each of them to advance stages in professionalization tracks of Retail Media so that the results evolve and meet the advertisers’ objectives, ensuring personalization, scale, and results,” confirms Lacerda.
With a forecast to serve over 10 major retail accounts and advertisers by November 2025, Digital Store Media is already structuring partnerships with networks in the food, pharmaceutical, home center, and marketplace sectors. The consultancy will also conduct workshops and publish content to foster education and leadership in Retail Media in Brazil.
The decision to found DSM came from the perception that the Brazilian market lacked an independent, specialized consultancy with a focus exclusively on Retail Media. ‘There was a real gap between the goals of the brands and the potential of the retailers. DSM was created to lead this connection with a business vision, execution, and technology,’ reinforces Vieira.
