What is retail media and how does it work?

Retail media refers to advertising solutions integrated directly into retail environments. It leverages digital screens, apps, and other in-store channels to deliver targeted ads to shoppers. This model enables brands to engage audiences at the critical moment of purchase decision-making.

Why did 7-Eleven choose Dentsu and CyberAgent as partners?

Dentsu is Japan’s largest advertising agency, while CyberAgent specializes in digital advertising and media platforms. Their expertise in campaign creation and tech-driven solutions will help 7-Eleven monetize its network of over 20,000 stores effectively.

What are the key benefits of retail media advertising?

Retail media delivers unmatched audience engagement by placing ads where purchases happen. Purchase data enables hyper-targeting, while digital screens and apps enhance interactive customer experiences, driving higher conversion rates.

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Business

7-Eleven, Dentsu, and CyberAgent Launch Joint Venture for Ad Business

June 11, 2026

Photo: ITmedia

Quick answer

7-Eleven, Dentsu, and CyberAgent have established a joint venture to expand retail media advertising using 7-Eleven’s store network and digital channels.

Japanese convenience store chain 7-Eleven has partnered with advertising holding companies Dentsu and CyberAgent to launch a new retail media business. The joint venture will develop an advertising platform utilizing the chain’s infrastructure, including in-store digital screens and the 7-Eleven mobile app.

The project aims to create a media platform with reach comparable to major TV networks. According to partners, the chain’s daily audience exceeds 20 million people, unlocking vast opportunities for targeted advertising. By 2030, the company plans to generate annual revenue of ¥200 billion (approximately $1.3 billion) from this new venture.

Retail media is emerging as a key trend in the advertising industry. Unlike traditional channels, these platforms allow brands to interact with consumers at the point of purchase. Leveraging customer behavior data enhances campaign effectiveness while reducing audience acquisition costs.

For 7-Eleven, this marks another step in business diversification. The chain has previously launched financial services and delivery options, but retail media is positioned as one of its most promising growth areas. The partnership with Dentsu and CyberAgent is expected to accelerate market entry and provide robust technological support for the project.

Common questions

What is retail media and how does it work?: Retail media refers to advertising solutions integrated directly into retail environments. It leverages digital screens, apps, and other in-store channels to deliver targeted ads to shoppers. This model enables brands to engage audiences at the critical moment of purchase decision-making.
Why did 7-Eleven choose Dentsu and CyberAgent as partners?: Dentsu is Japan’s largest advertising agency, while CyberAgent specializes in digital advertising and media platforms. Their expertise in campaign creation and tech-driven solutions will help 7-Eleven monetize its network of over 20,000 stores effectively.
What are the key benefits of retail media advertising?: Retail media delivers unmatched audience engagement by placing ads where purchases happen. Purchase data enables hyper-targeting, while digital screens and apps enhance interactive customer experiences, driving higher conversion rates.

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