Simon Media Network: how Simon Property Group's mall media network works

Simon is a landlord, not a retailer. Its tenants ring up most of the sales in its malls, and they keep that purchase data. Chief Revenue Officer Jared Blechman told AdExchanger that Simon fills the gap with three sources. They are its Simon+ loyalty program, location signals from shoppers who opt in, for example on mall Wi-Fi, and purchase data licensed from third parties (AdExchanger, 27 August 2026). The core signal is the visit. BDOOH summed up the model as "selling the visit rather than the purchase" (BDOOH, 28 August 2026).

That gives Simon a wider view than any single store. Its release contrasts the network with retail media "built around purchases from a single retailer". It says Simon sees where people shop, eat and spend leisure time across one estate (Simon, 27 August 2026). Blechman expects advertisers beyond mall tenants, in travel, food and finance. A rental-car brand, for example, could target frequent visitors to a mall near an airport.

Simon chose an open buying model from the start. Advertisers can use a managed service or bring Simon's data into their existing DSP and SSP stack. AdExchanger framed the choice against walled models such as Walmart Connect's early setup on one DSP. Campaigns can run nationally, by region, by market or at a single property.

Screens in malls. Simon has built a digital out-of-home network of thousands of screens in its properties, per Blechman. Simon has not published a screen count, impression volumes or prices. The format is compared with other in-store networks in in-store retail media.

Experiential. Brands can stage activations in Simon destinations, a line Simon ran before the network launched.

Digital and loyalty. Placements are available on ShopSimon.com, inside the Simon+ program and on Simon's own social and digital channels.

Off-platform. Simon's audiences can run on outside media through programmatic channels. Platforms for screen buying are compared in programmatic DOOH platforms.

The data set blends three sources of different strength. Simon+ members are known to Simon. Location signals cover only shoppers who opt in. Licensed purchase data comes from third parties that Simon has not named. Ask how each source is matched, how many people each covers, and how consent was collected.

Advertisers receive audience segments and reports. Simon's release promises "transparent, verified insights" into campaign performance. It does not say what raw data, if any, advertisers can access.

Simon says it reports visitation, transactions and engagement, combined with closed-loop attribution, and can show incremental return on ad spend (company claims). Visits can be measured with opted-in location and Wi-Fi data. Transactions are harder, because Simon does not record most tenant sales; licensed purchase data must fill that gap.

BDOOH noted that the visit and commerce figures are company-reported and unaudited, and that no screen inventory, impression volume, pricing or client list was disclosed (BDOOH, 28 August 2026). We found no accreditation or third-party verification.

1. Decide managed or self-service. Use Simon's team for screens and experiential, or your own DSP and SSP for audience campaigns.
2. Pick the geography. Choose national, regional, market or single-property delivery.
3. Combine surfaces. Pair mall screens with ShopSimon.com, Simon+ and off-platform media for the same audience.
4. Ask about the data sources. Confirm which licensed purchase data feeds your segment and how location consent was given.
5. Agree measurement before launch. Define a visit, the attribution window, and how transactions are matched to exposure.

It suits:

• tenants and brands sold in malls that want to reach shoppers near the store;
• non-endemic advertisers in travel, food, entertainment and finance that value footfall audiences;
• buyers who want mall audiences inside their existing DSP.

It suits less:

• advertisers who need SKU-level purchase data from a single retailer;
• buyers who need published screen counts and prices before testing;
• brands that require audited measurement.

• The number of screens, impressions per month and prices.
• Which companies supply the licensed purchase data.
• Which DSPs, SSPs or ad servers Simon uses.
• Whether properties outside the US are included.
• Simon+ membership numbers.

1. Simon Property Group, "Simon Launches Simon Media Network, Turning Real-World Consumer Behavior Into Measurable Business Impact", via PR Newswire (27 August 2026). https://www.prnewswire.com/news-releases/simon-launches-simon-media-network-turning-real-world-consumer-behavior-into-measurable-business-impact-302862005.html
2. AdExchanger, "The Largest Shopping Mall Operator Has Its Own Retail Media Network" (27 August 2026). https://www.adexchanger.com/commerce/the-largest-shopping-mall-operator-has-its-own-retail-media-network/
3. BDOOH, "The mall landlord becomes a media owner" (28 August 2026). https://bdooh.com/news/the-mall-landlord-becomes-a-media-owner/