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Mall Operator Simon Forms A Retail Media Network

Simon Property Group, the world’s largest shopping mall operator, has launched Simon Media Network, a type of a retail media network, AdExchanger reports. Simon’s goal is to “identify new growth opportunities outside of its core leasing business,” said CRO Jared Blechman. The network will serve as a programmatic vehicle for advertising to use its data for target and measurement throughout the web. 

 

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1 comment about "Mall Operator Simon Forms A Retail Media Network".
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  1. Sheldon Silverman from LMI Advisory Group, August 28, 2026 at 2:14 p.m.

    I would argue that this is more than Simon adding another retail media network to an already crowded market. It illustrates the industry’s broader movement from retail media toward commerce media.

    Simon’s advantage is not a conventional single-retailer transaction dataset. It is visibility into high-intent consumer behavior across shopping, dining, entertainment and experiential environments at more than 200 destinations—combined with digital screens, loyalty and location signals, and off-site activation.

    For agencies, the key question will be whether those physical-world signals can be activated through existing buying systems and measured transparently across the consumer journey. Simon’s support for managed service and self-service through advertisers’ existing DSP/SSP infrastructure is an important start.

    The longer-term test will be incrementality and comparability: can marketers determine whether exposure changed visitation, engagement or purchase—and compare those results with other commerce and media investments?

    That is where this becomes consequential. The physical environment is evolving from a media placement into a measurable part of the commerce journey.

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