What is off-site retail media?
Off-site retail media is advertising that uses a retailer's shopper data to target people outside the retailer's own website and app, for example on news sites, social media, streaming TV or other apps, then measures results against purchases at that retailer. It gives brands wider reach with retail-quality targeting and sales measurement.
Off-site retail media is usually bought through the retailer's own DSP or partner DSPs, and increasingly through retailer partnerships with streaming services and publishers. Amazon's DSP, for example, reaches Prime Video and third-party sites.
Because it relies on open-web and CTV supply, it carries the usual programmatic risks, including invalid traffic and made-for-advertising sites placements, so buyers should apply the same verification as other programmatic buys.