Retail and marketing references, Ricardo Vieira and Carlos Lacerda, found Digital Store Media, a 100% specialized Retail Media consultancy

With over 20 years of accumulated experience in major corporations, CRM, media, and trade projects, the executives have been among the key players in the development of Retail Media in the country in recent years. They now consolidate this trajectory into a business established to support retailers, advertisers, technology platforms, and agencies in navigating this new ecosystem with clarity and results.

Digital Store Media (DSM) launches in Brazil as the only consultancy 100% specialized in Retail Media with a full-service approach. It aims to guide retailers in structuring their Retail Media operations, supporting area design, tool selection, team training, and data integration. Simultaneously, it works alongside advertisers and agencies, assisting in selecting the best partners, building cases, and efficient media budget allocation. The company bets on a strategic consultancy model that combines performance, awareness, robust measurement, and collaborative intelligence.

“Brazilian retail is facing a unique opportunity: to transform its assets into a highly profitable intelligent 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 tremendous opportunity to create value and accelerate results, whether in sales or visibility,” states Carlos Lacerda, co-founder of DSM.

The consultancy offers a complete diagnostic of retail media initiatives within companies, creates customized plans for each funnel stage (onsite, in-store media, and offsite), supports KPI definition, and structures consistent measurement and attribution metrics. Furthermore, DSM also works side-by-side with retailers to accelerate the structuring of new Retail Media areas as a business model, as well as to accelerate inventory monetization through commercialization strategies and intelligent journey management within structured retailers.

Among the consultancy's key differentiators are strategic planning, training of qualified teams, commercialization support, execution with integrated data, building co-op campaigns with retail, and delivering reports with a 360º view of campaign performance. The proposal is for both brands and retail networks to gain efficiency, predictability, and a clear return on their investments.

“Different retail networks across various channels are currently operating at different stages of maturity in Retail Media management and governance. It is necessary to understand the fundamental steps for each to advance their stage and accelerate the paths to Retail Media professionalization, so that results evolve and meet advertiser brand objectives, ensuring personalization, scale, and results,” affirms Lacerda.

With plans to serve over 10 major retail and advertiser accounts by November 2025, Digital Store Media is already structuring partnerships with networks in the food, pharmaceutical, home center sectors, and marketplaces. The consultancy will also promote workshops and content publications 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 consultancy, specialized and focused exclusively on Retail Media. “There was a missing real bridge between brand objectives and retailer potential. DSM is born to lead this connection with business vision, execution, and technology,” reinforces Vieira.