The Unseen Threat of In-Store Digital Network Cybersecurity

Walk into almost any modern retail store and you’ll see how far the industry has come. Retail media networks generate entirely new revenue streams, whilst digital signage solutions like interactive kiosks, video walls and digital menu boards have transformed shop floors into immersive, data-driven spaces. These technologies are central to the tactics that implement business strategy on the shop floor.

But there’s a hidden cost to all this genius. While head offices have been diligent in protecting data centres, cloud platforms, and corporate networks, the in-store digital network is often treated as a side project. Every connected screen, kiosk, or media player is a potential doorway for a cyberattack. As these devices integrate more tightly with e-commerce systems, inventory platforms, and supply chain databases, the stakes have never been higher.

The challenge is that the in-store network is no longer a separate, isolated environment. With the rise of omni-channel retailing, it’s gone from being an on-premise, air gapped system, to now becoming part of your enterprise infrastructure, and if it isn’t secured to the same standard as your head office systems, it can become the weakest link in the chain.

The Expanding Attack Surface: Every Screen is a Vulnerability

Retail security used to focus on safeguarding point-of-sale terminals. Today, the available attack surface for hackers has grown into a sprawling web of Internet-connected displays, kiosks, and sensors. Even more challenging, many of those are installed and managed by marketing or operations teams without formal IT oversight. This shadow IT can bypass corporate security policies, patching schedules, and monitoring systems.

This lack of oversight is exactly what makes it attractive to attackers. A recent study by the Hong Kong Computer Emergency Response Team uncovered 20 vulnerabilities in commonly deployed commercial signage systems, half of which were classified as high-risk. Some involved simple but overlooked weaknesses such as exposed USB ports or unsecured infrared remote controls, making it possible for a malicious actor to compromise a device within minutes of physical access. Others related to outdated network protocols or systems configured without encryption, creating opportunities for man-in-the-middle attacks. In some cases, signage content management systems had flaws like SQL injection vulnerabilities or cross-site scripting, giving a remote attacker a route into the entire network.

AI-Powered Fraud and Supply Chain Threats

The threat landscape is not only expanding but also becoming more sophisticated. Two developments in particular demand urgent attention from retailers: the use of artificial intelligence in cybercrime, and the growing risk of supply chain compromise.

Artificial intelligence has dramatically lowered the barrier to entry for sophisticated fraud. Generative AI tools can now produce highly convincing phishing emails, fake executive voice recordings, and realistic login pages with alarming speed. An attacker no longer needs to be a skilled social engineer to trick an employee into revealing credentials; AI can handle much of the heavy lifting. For retail media networks, the implications extend further. Fraudsters can deploy AI-driven bots capable of generating fake clicks, views, and interactions on in-store advertisements. Whilst traditionally this is thought of as something which affects websites, it also affects physical hardware too. For example, an attacker can gain access to the digital signage network through vulnerabilities like exposed USB ports, insecure management portals, or unencrypted network traffic. Once inside, they don't need to physically trick the hardware of the system, as they can simply manipulate the software that reports the data.

Similarly, attackers can inject false data directly into the analytics stream, making the system report that thousands of views occurred when, in reality, very few people saw the ad. This is the in-store equivalent of using a botnet to generate fake website traffic. The platform receives fraudulent data and bills the advertiser for impressions that never happened. There’s also the question of location spoofing. Advertisers pay premium rates for screens in high-traffic locations. A fraudster could compromise a media player in a low-traffic location (or even one that's offline in a warehouse) and manipulate its reporting to make it appear as if it's operating in a flagship store in a major city. The advertiser then pays for a prime audience they are not reaching.

Equally concerning is the rise of supply chain attacks. Modern in-store digital solutions are rarely built entirely in-house. Instead, they often involve a complex mix of components: hardware from one supplier, operating systems from another, content management software from a third, and integration services from a fourth. If any of these links in the chain is compromised, whether that’s at the manufacturing stage, during distribution, or through a vendor’s update process, malicious code can be introduced before the device even arrives in your store. History has shown the devastating consequences of such attacks, with incidents like the SolarWinds breach serving as stark reminders that a compromise at the supplier level can cascade through thousands of businesses worldwide.

Both of these threats share a common theme: they exploit trust. Whether that trust is placed in the authenticity of a communication or in the security of a supplier’s process, once it is abused, the damage can be far-reaching.

PCI DSS v4.0 Compliance and the Future

Adding to the urgency is the latest version of the Payment Card Industry Data Security Standard, PCI DSS v4.0. While many retailers think of PCI compliance purely in terms of point-of-sale systems, the reality is more complex. If your in-store digital network connects, even indirectly, to systems that handle cardholder data, it can fall within PCI scope.

The updated standard shifts the focus from periodic checks to continuous compliance. It places a stronger emphasis on robust access control, meaning that every administrative login to a signage or kiosk management system must be protected by multi-factor authentication. It also mandates strict role-based permissions, ensuring users can only access the functions necessary for their job role, and requires continuous monitoring and logging of all devices so that suspicious behaviour can be detected and acted upon immediately.

For retailers, this means that compliance from this point onwards is going to have to be an ongoing element of operational management, that requires coordination between IT security teams, store operations, and technology providers.

Why Your Digital Signage Network is a Prime Target

Beyond that though, digital signage and in-store displays often connect to content management systems, which in turn link to cloud storage, marketing platforms, and sometimes even customer analytics tools. If compromised, these devices can be weaponised to spread malware, display fraudulent content, or serve as a launchpad for attacks elsewhere in your infrastructure. One compromised system can rapidly turn into something which cripples an entire organisation.

What makes them even more appealing to attackers is the frequent perception that they’re low priority assets, like printers and other frequently unsecured devices. In practice, they’re always on, physically accessible to the public, and rarely updated with the same urgency as core systems. This combination of accessibility and neglect makes them one of the most efficient routes into a retailer’s network.

Many organisations are finding that the most practical way to achieve this is by adopting a Zero Trust security model, which not only satisfies regulatory requirements but also offers stronger protection against the modern threat landscape.

The Case for a Managed Service: Applying Zero Trust to Your Screens

The traditional castle and moat approach to security, where everything inside the network perimeter is trusted by default, and attacks are repelled at the border, no longer holds up. In a world where thousands of devices sit on the shop floor, often in public areas, there’s just too much scope for device vulnerability. Zero Trust inverts the model, operating on the principle of never trust, always verify.

Applied to in-store networks, this means that every device and user must prove their identity before gaining access, typically through unique device certificates, multi-factor authentication, and contextual checks such as location or device health. Access is granted on a least-privilege basis, so that each device only has the minimal level of network and system access needed to perform its function, and no more. This model assumes that a breach is always both possible and probable, given enough time, so real-time monitoring is in place to detect anomalies, isolate affected devices, and ensure that intercepted data is rendered useless through encryption.

The practical challenge is that Zero Trust requires controls at both the network and device level. Retailers may manage the former, but in many cases, the latter is in the hands of their digital media providers.

Why Managed Services Make Sense

In theory, a retailer could build and maintain this level of protection internally. In practice, it demands constant vigilance, specialist skills in both cybersecurity and IoT device management, and a 24/7 monitoring capability that many organisations simply do not have. Integrating multiple security systems, keeping them updated, and ensuring they all work seamlessly together is a significant undertaking.

This is why many leading retailers are turning to specialist managed service providers for their in-store digital media. Such partners can supply pre-hardened, securely configured devices, manage content management systems in accordance with best security practices, and provide continuous monitoring with rapid incident response. By doing so, they shoulder a significant portion of the operational and compliance burden, allowing retailers to focus on delivering an exceptional in-store experience without leaving the network exposed.

Pixel Inspiration is ISO/IEC 27001 certified, meaning we have put in place a system to manage risks related to the security of data owned or handled by the company, and that this system respects all the best practices and principles enshrined in this International Standard.

Building a Resilient In-Store Security Approach

The in-store digital network has evolved into critical business infrastructure. It plays a central role in customer experience, brand engagement, and revenue generation. It is also a prime target for increasingly sophisticated cyber threats.

Outdated perimeter defences and piecemeal security measures are no longer sufficient. By adopting a Zero Trust approach and partnering with specialist providers, retailers can secure their devices, protect their customers, and safeguard their brand reputation while continuing to innovate on the shop floor.

The message is clear: if your displays are part of your business, they must also be part of your cybersecurity strategy.