What: Simon has launched a media network that lets brands advertise across its shopping centres, digital channels and loyalty ecosystem.

Why it is important: Simon’s platform highlights the shift from traditional mall leasing toward media, measurement and brand partnerships built around consumer behaviour.

Simon has launched Simon Media Network, a platform designed to help retailers and brands reach consumers across its more than 200 U.S. shopping, dining, entertainment and mixed-use destinations. The network allows advertisers to run campaigns through digital displays at Simon properties, experiential activations, ShopSimon.com, the Simon+ loyalty programme, Simon-owned social and digital channels and off-platform media. Simon says the platform differs from traditional retail media networks because it is not limited to purchases from a single retailer. Instead, it offers a broader view of consumer behaviour across shopping, dining, entertainment and lifestyle experiences. Campaigns can be executed nationally, regionally, by market or at individual properties. Powered by Simon’s first-party consumer intelligence, the network provides verified insights into visitation, transactions and engagement. By combining audience insights, activation and closed-loop attribution, Simon aims to help brands prove whether campaigns drive visits, engagement and purchases, while creating a new advertising revenue stream beyond leasing and property income.

IADS Notes: Simon Media Network extends the company’s evolution from shopping-centre landlord to data-driven media platform, using physical destinations as measurable advertising environments. In March 2025, WWD reported that Simon had launched data capabilities based on more than 200 shopping destinations and two billion customer interactions, enabling targeted omnichannel campaigns across digital channels. Inside Retail Asia’s August 2026 coverage of Simon’s mall momentum showed why this audience is valuable, with retailer demand, Gen Z engagement, mixed-use development, restaurant growth and top-tier shopping-centre revival strengthening the platform’s reach. Internet Retailing reported in June 2026 that retail media must move beyond ad activation toward integrated, data-driven campaigns with transparent measurement, first-party data and full-funnel planning. MBS’ July 2025 analysis similarly framed retail media as a major revenue stream built on first-party data, measurable advertising impact and the integration of physical and digital touchpoints. Retail Detail’s June 2025 coverage of Delhaize showed how loyalty data, standardised KPIs and transparent metrics can deliver measurable brand lift and sales growth, reinforcing Simon’s emphasis on visitation, transactions and engagement. 

Simon launches media network