Target Cautiously Considers Placing Digital Screens for Ads in Stores – ADWEEK

Target is looking into putting digital screens in stores, but only in a way that wouldn’t disrupt the customer experience, a top ad leader said.
At an event last week for Target’s advertising partners in New York held by the retailer’s Roundel media network, Roundel executives were asked in a Q&A session what role they see the physical Target store playing in the next generation of retail media. Jenny Holleran, vp of Roundel’s partner solutions group, said the way for brands to reach shoppers in stores is to run ads on Target’s e-commerce platforms. These ads are viewed by 60% of Target’s shoppers who use the retailer’s app and mobile website while in the store, she said.
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Mitchell Parton is ADWEEK’s senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media’s Modern Retail and before that wrote for several regional publications in Texas.
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