Introducing guaranteed impressions in physical retail media.

In 2017, Unibail-Rodamco-Westfield (URW) Brand Ventures launched The Westfield Network, a premium retail media platform spanning hundreds of digital screens across flagship shopping destinations in the United States.

From the outset, the ambition was to offer brands more than regular digital display space. Each screen was equipped with Quividi's audience and campaign intelligence capabilities, enabling campaigns to be optimised in ways traditionally associated with online media, including creative triggering, A/B testing, and real-time adaptation.

As advertiser expectations evolved, brands increasingly sought greater transparency, security, and accountability when committing budgets to physical media. URW set out to enhance the network with a trading model that would give advertisers measurable confidence in what they were buying.

In 2020, URW built on its use of Quividi's audience and campaign intelligence capabilities by introducing a breakthrough trading model for the U.S. retail media market: guaranteed impressions.

Supported by verified impression data generated through Quividi's measurement framework, the model allowed advertisers to pay only for the audiences actually delivered, with make-goods or credits provided whenever impressions fell short of the contracted threshold.

The guaranteed-impressions model significantly reduced advertiser risk and strengthened booking confidence, particularly among brands accustomed to performance-oriented digital channels.

The combination of verified impressions, transparent reporting, and the ability to optimise creative execution in real environments helped establish The Westfield Network as one of the most accountable and innovation-led retail media platforms in the market.