Simon Property Group Launches a Retail Media Network Built Around Mall Audiences

Simon Property Group, described by AdExchanger as the world’s largest shopping mall operator, launched Simon Media Network on August 27, 2026, extending its advertising business beyond screens and branded experiences inside its properties. The new retail media network gives marketers a programmatic way to use Simon’s consumer data for audience targeting and campaign measurement across the web. (adexchanger.com)

The launch represents Simon Property Group’s largest move so far into data-driven advertising. Chief Revenue Officer Jared Blechman, who joined Simon in 2026 after holding business-development leadership roles at the NBA, told AdExchanger that the company has been seeking growth opportunities beyond its core property-leasing business. Simon already operates thousands of digital advertising screens across its properties and develops experiential campaigns with retailers and marketers.

Simon Media Network adds managed-service and self-service buying options. Advertisers and agencies can work through Simon or use their existing demand-side platform and supply-side platform technology. Blechman said that flexibility was intentional because Simon wanted to accommodate advertisers’ established media-buying processes rather than require a single closed workflow.

Potential customers include retailers and product brands sold at Simon malls, along with non-endemic advertisers in categories such as travel, food and financial services. Simon does not possess the same direct transaction history as a conventional retailer, however. Its audience data instead combines information from the Simon+ loyalty program, opted-in location tracking—including connections to property Wi-Fi—and purchase data licensed from third parties.

Blechman argued that this combination gives Simon Media Network a broader view than many traditional retail media networks. Visitors use malls not only to shop but also to dine, watch movies and pursue other entertainment, giving advertisers access to audience signals connected with several kinds of consumer activity.

For home-shopping, direct-response and video-commerce marketers, the significance is Simon’s effort to connect physical-world audiences with addressable digital campaigns and measurable outcomes. ConsumerEXP analysis: Simon Media Network could become another audience and attribution option for brands already using demonstrations, streaming video or television to stimulate demand, particularly when those brands also sell through mall retailers. The immediate development is not a new shopping channel; it is a new data and media-buying layer built around Simon’s physical properties, loyalty relationships and observed visits.