With over 20 years of accumulated experience in large companies, CRM projects, media, and trade, the executives have been among the key players in the development of Retail Media in the country in recent years. Now, they are consolidating this journey into a business that is born to support retailers, advertisers, technology platforms, and agencies to navigate with clarity and results in this new ecosystem.
A Digital Store Media (DSM) debuts in Brazil as the only consultancy 100% specialized in Retail Media with full-service operations. With the aim of guiding retailers in structuring their Retail Media fronts, supporting the design of the area, selection of tools, team training, and data integration. At the same time, it works alongside advertisers and agencies, assisting in choosing the best partners, building case studies, and efficiently allocating media budgets. The company invests in a strategic consulting model that combines performance, awareness, robust measurement, and collaborative intelligence.
"The Brazilian retail sector is facing a unique opportunity: to transform 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, in-store media, and offsite), supports the definition of KPIs, and establishes consistent measurement and attribution metrics. Furthermore, DSM also works hand in hand with retailers to accelerate the structuring of new Retail Media areas as a business model, as well as to speed up inventory monetization, with commercialization strategies and intelligent management of the journey in structured retailers.
Among the differentiators of the consultancy are strategic planning, formation of skilled teams, support for commercialization, execution with integrated data, development of campaigns in partnership with retail, and delivery of reports with a 360º view of the performance of the actions. The proposal is that both brands and retail chains gain efficiency, predictability, and clear returns on their investments.
"Different retail networks from 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 to the next stage so we can accelerate the professionalization pathways of Retail Media, ensuring that results evolve and meet the objectives of the advertising brands, guaranteeing personalization, scale, and results," affirms Lacerda.
With plans to serve more than 10 major retail accounts and advertising brands by November 2025, Digital Store Media is already establishing partnerships with networks in the food, pharmaceutical, home improvement, and marketplace sectors. The consultancy will also promote workshops and content publications to foster education and leadership in Retail Media in Brazil.
The decision to establish DSM came from the perception that the Brazilian market lacked an independent, specialized consultancy with an exclusive focus on Retail Media. "There was a real gap between the brands' objectives and the retailers' potential. DSM was created to lead this connection with a business vision, execution, and technology," reinforces Vieira.
