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 consolidate this trajectory in a business born to help retailers, advertisers, technology platforms, and agencies navigate 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. The goal is to guide retailers in structuring their Retail Media initiatives, supporting them in shaping the area, choosing tools, team training, and data integration. At the same time, it works with advertisers and agencies, assisting in selecting the best partners, building case studies, and efficiently allocating media budgets. The company bets on a strategic consultancy model that combines performance, awareness, robust measurement, and collaborative intelligence.
“Brazilian retail is facing a unique opportunity: transforming its assets into a smart and highly profitable media ecosystem. Our role is to connect brands and retailers so that campaigns are more efficient, with 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 customized 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 speed up inventory monetization with commercialization strategies and intelligent journey management in structured retailers.
Among the consultancy’s differentiators are strategic planning, forming skilled teams, commercialization support, execution with integrated data, building cooperative campaigns with retail, and delivering 360º reports on campaign performance. The proposal is for both brands and retail chains to gain efficiency, predictability, and clear returns on their investments.
“Different retail chains across 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 to advance their stages and accelerate the professionalization paths of Retail Media, so results evolve and meet advertisers’ objectives, ensuring personalization, scale, and results,” emphasizes Lacerda.
With plans 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 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, specialized consultancy exclusively focused on Retail Media. ‘There was a missing bridge between brands’ objectives and retailers’ potential. DSM is born to lead this connection with business vision, execution, and technology,’ reinforces Vieira.