A software firm called DS-IQ is trying to bring accountability to in-store video screen ads, reports MSNBC.

The firm provides software that reports to advertisers using in-store video screens on how their ads are faring. That includes how, where and when the ad was displayed and what, if any, impact that had on product sales. That information can help advertisers make adjustments to their efforts. Such screens are used to push shoppers over the edge and make the purchase when they're most to be making a decision.

QS-ID works with the networks that sell those in-store video ads. That includes networks that have ads in Meijer and Supervalu supermarkets. A company spokesperson declined to comment on whether they worked with PRN, which operates networks serving Wal-Mart, Costco and Best Buy stores.