Perion buys in-store ad firm PRN for up to $12M
What's the deal? Perion, an AI-native digital advertising company listed on NASDAQ and TASE, has acquired PRN, a US in-store retail media firm, for up to $12 million. The deal is expected to be accretive from closing.
What does PRN do? PRN runs in-store advertising networks through exclusive, multi-year agreements with major North American retailers. Its footprint includes a warehouse club's 4K TV network across 750+ locations, a big-box retailer with 4,500+ stores, and a healthcare retailer spanning 2,200+ stores.
Why now? Physical retail accounts for more than 80% of US retail commerce, and in-store inventory has become a coveted part of major brands' media plans. Advertisers increasingly want omnichannel campaigns that reach shoppers at the point of purchase.
What's the endgame? Perion wants brands to run a single campaign spanning connected TV (CTV), programmatic digital-out-of-home (DOOH), commerce, social, and in-store retail media within one execution layer. The deal targets three high-spending verticals: commerce, consumer packaged goods (CPG), and healthcare.
What they're saying: "PRN gives us the ultimate channel before any decision to purchase," said Perion chief executive officer Tal Jacobson, adding the deal lets a brand "execute a single campaign from the living room to the shelf." PRN chief executive officer Kevin Carbone said marketers "want to plan in-store advertising the way they plan every other channel."
The signal: The acquisition opens access to the $70 billion-plus US retail media market, targeting budgets that have not historically been programmatically addressable. It reflects a broader industry push to make physical stores the closing layer of full-funnel digital campaigns.
Image credit: Generated with Gemini
