Dover Fueling Solutions (DFS) is making a decisive move into retail media, betting that one of the most overlooked moments in physical retail—the time spent fueling a vehicle—can become a high-impact advertising opportunity.
The Dover (NYSE: DOV) subsidiary has launched 4Court Media, a retail media network built directly into fuel dispensers, designed to connect brands with consumers at the pump. The network operates across Wayne Ovation® fuel dispenser screens, using large-format 27-inch and 12-inch HD displays to deliver video and multimedia ads while drivers refuel.
In an era when retail media is expanding rapidly beyond e-commerce and big-box stores, DFS is positioning the forecourt as premium, underutilized real estate.
Why the Forecourt Matters Now
Fueling remains one of the most frequent and predictable touchpoints in convenience retail. Millions of drivers stop at gas stations multiple times a month, often spending several minutes in a captive environment with few competing distractions. Historically, that moment has offered limited advertising choice—typically static signage or small-format displays.
4Court Media is designed to change that dynamic.
By embedding digital media directly into the dispenser, DFS gives advertisers access to consumers during a moment of dwell time that is both routine and highly contextual. Drivers are already thinking about convenience, food, beverages, and nearby purchases—exactly the categories many advertisers want to influence.
DFS argues that this makes the forecourt uniquely powerful for driving foot traffic into the store, increasing basket size, and reinforcing brand recall at a point close to purchase.
A Retail Media Network With Reach—and Access
One of 4Court Media’s key differentiators is scale paired with fragmentation. The network already spans more than 1,500 locations and 13,000 screens, live across all major U.S. designated market areas. That footprint gives brands national reach while also unlocking something harder to buy through traditional channels: independent fuel retailers.
Many of these operators are difficult to reach through large national media buys, which often skew toward big retail chains and closed ecosystems. 4Court Media aggregates that long tail of locations into a single network, giving endemic and non-endemic advertisers a new way to reach consumers consistently at the pump.
Backed by DFS’s installed base of Wayne® dispensers across North America, the network is already one of the fastest-growing in retail media—without requiring retailers to install entirely new hardware.
What Retailers Get: Revenue Without Complexity
For fuel and convenience retailers, 4Court Media is pitched as a turnkey, fully managed solution. DFS handles the media operations and ad sales, allowing retailers to generate incremental revenue without taking on additional operational burden.
Crucially, retailers are not locked out of their own screens. The platform allows operators to run local and promotional content alongside national brand campaigns. That flexibility enables retailers to spotlight loyalty programs, limited-time offers, food and beverage promotions, and seasonal messaging—using the same screens that host paid advertising.
DFS positions this as a way to strengthen the fuel-to-store journey: using forecourt messaging to pull customers inside rather than treating fueling as a standalone transaction.
Advertisers Get a New Kind of Moment
For brands, the appeal lies in timing and attention. Unlike in-app or online environments where ads compete with endless scrolls and notifications, the fueling moment is finite and focused.
Dan Seymour, Commercial Partnership Lead for 4Court Media, framed the opportunity as overdue. Advertisers, he argues, have lacked meaningful choice at the dispenser. 4Court Media aims to provide a scalable, high-quality alternative that can sit alongside other retail media investments rather than compete directly with them.
The network supports multimedia formats and is designed to integrate with existing media buying workflows. DFS says 4Court Media is supported by multiple media sales and programmatic partners, giving agencies and brands access through familiar channels rather than forcing them into a proprietary buying model.
Retail Media’s Next Expansion Phase
The launch comes as retail media networks continue to spill beyond digital storefronts into physical spaces. Grocery aisles, in-store screens, parking lots, and now fuel dispensers are all being reimagined as monetizable media surfaces.
DFS’s timing aligns with its own industry research. The company’s Retail Rewired: 2026 Fuel & Convenience Trends Report highlights that retailers are increasingly focused on improving the transition from fueling to in-store shopping. According to the report, top conversion tactics include discounts, promotions, expanded food and beverage offerings, and personalized loyalty programs.
Notably, retailers surveyed plan to increase investment in promotion and advertising technology (36%) and digital signage (34%) over the next two years. 4Court Media is designed to sit squarely within that investment curve, offering a way to modernize forecourt engagement while tying it directly to revenue outcomes.
A Century-Old Company, a Modern Media Play
DFS has been shaping forecourt technology for more than 100 years, but 4Court Media marks a clear shift from hardware-first innovation to platform-led monetization.
Kendra Keller, Vice President and General Manager for DFS North America, described the network as the next evolution of forecourt leadership—one that blends DFS’s physical footprint with a fast-growing retail media layer. The goal is to give advertisers access to highly engaged consumers while offering retailers a measurable tool to drive in-store sales at a moment when purchase decisions are still fluid.
Competitive Context: Why This Isn’t Just Digital Signage
Fuel dispenser media isn’t entirely new, but it has historically been fragmented, low-quality, and difficult to scale. What DFS is betting on is standardization—consistent screen quality, national coverage, and programmatic access.
That combination is what has powered the growth of retail media in other categories. If 4Court Media can deliver reliable measurement, brand safety, and attribution—areas where retail media buyers are increasingly demanding rigor—it could become a meaningful alternative to existing forecourt networks.
It also expands the definition of “retail media” itself. Instead of being confined to online carts or in-store shelves, media extends to the very first touchpoint of the convenience retail journey.
The Bigger Picture
As brands rebalance spending across digital, linear TV, and retail media, moments of real-world attention are becoming more valuable. The fuel dispenser—once ignored from an advertising standpoint—is suddenly being reframed as premium inventory.
With thousands of screens already live and expansion planned across the U.S. and Canada, DFS is signaling that forecourt media is no longer an experiment. It’s a category.
For advertisers seeking scale outside crowded digital platforms, and for retailers looking to monetize attention without disrupting operations, 4Court Media may prove that the path to the store begins before the door—right at the pump.
