"We're taking this pilot as an amazing opportunity to learn. When it comes to in-store, digital screen networks, there really isn't a playbook," Roche said, referring to the fact that while there are many case studies about other formats like search ads, there hasn't yet been a widespread rollout of digital screens at U.S. retailers.
If suppliers want to fight for an exemption, they must file notice three months in advance by filling out forms detailing the impact of tariffs on their products and provide evidence.