---
title: "Why C-Stores Are Taking Ownership of Retail Media"
url: https://burnaze.com/article/f700afba-0aca-4dcf-8a37-78ae954ae1a6
source: "CStore Decisions"
original_url: https://cstoredecisions.com/why-c-stores-are-taking-ownership-of-retail-media/
author: "Drew Filipski"
category: "Marketing"
industry: "Business Services"
segment: "Marketing"
published: 2026-09-28T19:59:27.000Z
modified: 2026-10-31T13:19:02.749Z
image: https://cstoredecisions.com/wp-content/uploads/2026/09/CSD-Views-Social.png
---

# Why C-Stores Are Taking Ownership of Retail Media

**TL;DR:** Convenience retailers are moving towards owned retail media networks to capture the full value of customer attention. This approach allows retailers to keep revenue and customer insights in-house.

*By Drew Filipski, originally published in CStore Decisions on 2026-09-28. [Read the original](https://cstoredecisions.com/why-c-stores-are-taking-ownership-of-retail-media/).*

## Story

Retailers supply the audience and the screens. Owning the network keeps the revenue.

Convenience retailers have long carried third-party advertising on their forecourt dispensers and in-store screens without capturing the full value of that attention. The audience, the real estate, and the customer relationship all belong to the retailer. The revenue and the data often do not.

In this VIEWS feature, Brian Nelson, president of Shep Digital Solutions, explains why more convenience and fuel retailers are moving toward owned retail media networks.

What you will learn:

- Why owned retail media networks keep both the revenue and the customer insight in-house

- What disconnected screen systems cost operators in reach and relevance

- How unifying forecourt, in-store, and point-of-sale screens creates new promotional opportunities

- How playback, transaction, and loyalty data work together to sharpen messaging

Download the full feature below.

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## Entities

- Retail (sector)
- CStore Decisions (publication)
- convenience stores (topic)
- Drew Filipski (person)
- Arrowfly (company)
- retail media (topic)
- advertising revenue (topic)
- Brian Nelson (person)
- Shep Digital Solutions (company)

---
Originally reported by Drew Filipski, CStore Decisions (https://cstoredecisions.com/why-c-stores-are-taking-ownership-of-retail-media/). Summarized by Burnaze (https://burnaze.com/article/f700afba-0aca-4dcf-8a37-78ae954ae1a6).