PDM CEO Michael Harms said when delivering advertising content to consumers, "what's right today may be wrong tomorrow".

"We now have the ability to change the message in a rapid way [and] the ability to finish what mass media is starting," Harms said. "By ensuring the content is relevant we are able to target the fast changing content and we built the largest retail consumer network to deliver media anywhere at any time."

Telstra's digital retail media solution is now being deployed to Boost Juice and 84 of its own retail stores.