Simon Property Group launches retail media network powered by mall location data

Simon Property Group is expanding its advertising offering beyond the roughly 4,000 digital screens in its portfolio. The company said last week it has launched Simon Media Network, a retail media network connecting brands with consumers across its more than 200 shopping centers.

The network will provide insights based on visitation, transactions and consumer-engagement data, according to the company. Simon reported $6.4 billion in consolidated revenue in its most recent annual report to shareholders.

Location information comes from shoppers who use Wi-Fi at Simon properties. Simon’s terms of service state that consumers consent to the collection, storage, use and sharing of geolocation data for security and traffic-counting purposes, which also include advertising by Simon or other vendors based on a shopper’s physical presence at a specific shopping center or location within the property.

Unlike Simon’s previous work with advertisers, the new network allows brands to target people who shop in its malls in other environments and to use new measurement capabilities based on Simon’s consumer data.

“We have tremendous insight, consent-based, in terms of location behavior,” said Jared Blechman, chief revenue officer at Simon Property Group.