Simon is leveraging first-party data from its in-center WiFi network to help brands better target its shoppers with ads.

The mall and shopping center operator has been collaborating with marketing solution provider Adentro to allow a segment of Simon Media & Experiences' retail media arm to curate and target audiences using exclusive first-party anonymized data generated from on-site Wi-Fi engagement at Simon properties.

[READ MORE: Simon enters Wi-Fi data partnership for consumer insights ]

Chain Store Age recently spoke with Chip Harding, executive VP of Simon Media & Experiences, to get more details about the program, the results it has been producing, and Simon’s plans for future expansion of this retail media initiative.

What issues was Simon having connecting

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