With over 20 years of accumulated experience in large companies, CRM projects, media, and trade, the executives have been among the leading figures in the development of Retail Media in the country in recent years. Now, they consolidate this trajectory into a business born to support retailers, advertisers, technology platforms, and agencies in navigating this new ecosystem with clarity and results.
Digital Store Media (DSM) debuts in Brazil as the only 100% specialized Retail Media consultancy with full-service operations. Its goal is to guide retailers in structuring their Retail Media initiatives, supporting the design of the area, 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 budgets. The company focuses on a strategic consultancy model that combines performance, awareness, robust measurement, and collaborative intelligence.
“Brazilian retail faces a unique opportunity: transforming its assets into a smart and highly profitable media ecosystem. Our role is to connect brands and retailers so 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 retailers, advertisers, and tools is a tremendous opportunity to create value and accelerate results, whether in sales or visibility,” says Carlos Lacerda, co-founder of DSM.
The consultancy offers a complete diagnosis of retail media initiatives in companies, creates tailored plans for each funnel stage (onsite, instore media, and offsite), supports the definition of KPIs, and structures consistent measurement and attribution metrics. Additionally, 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 monetize inventories faster, with commercialization strategies and intelligent management of the journey in structured retailers.
Among the consultancy’s differentiators are strategic planning, training of skilled teams, commercialization support, execution with integrated data, building collaborative campaigns with retail, and delivering reports with a 360º view of campaign performance. The proposal is to bring efficiency, predictability, and clear returns on investment for both brands and retail networks.
“Different retail networks across various channels are currently at different stages of maturity in Retail Media management and governance. It’s essential to understand the fundamental steps each needs to take to advance and accelerate the professionalization paths of Retail Media so the results evolve and meet the objectives of advertising brands, ensuring personalization, scale, and results,” emphasizes 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, 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 found DSM came from the realization that the Brazilian market lacked an independent consultancy, specialized and exclusively focused on Retail Media. “There was a missing bridge between brand objectives and the potential of retailers. DSM is born to lead this connection with business vision, execution, and technology,” reinforces Vieira.
