Despite all the attention on e-commerce, sales are still made in brick-and-mortar stores. Groceries, for instance. Sure, you can buy them online, but most of us don’t.

There is a crossover between that real-world space and our digital media buying space — and that’s in targeted audio aimed at in-store customers while they shop.

One provider, Vibenomics, just raised about $12 million in funding. They say they’ll use it to expand their network of grocery stores, pharmacies, and convenience stores.

Last week, our podcast host Tod Maffin spoke with their president, Paul Brenner, and he said that while the technology is getting closer to being able to deliver specific ads based on real-time inventory levels, it’s not quite there yet.

Here is their conversation.