Some retailers with media networks are beginning to sell ad inventory to advertisers promoting products, brands, or services not sold by that retailer. Known as non-endemic advertising, this practice allows retailers to monetize their first-party transaction data by extending its use beyond advertisers promoting products within their own assortment. The tactic opens additional revenue streams from a wider range of advertisers.
Key Question: What is non-endemic advertising, and how will it impact the retail media landscape?
Key Stat: More than half (53%) of advertisers have leveraged media networks with retailers where they are a non-endemic brand.
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Executive Summary
Non-endemic advertising is an early-stage growth opportunity in retail media
Non-endemic advertising has potential to drive incremental ad revenues, but it won’t happen overnight
Head of International Growth and Global Agency Business
Interviewed June 12, 2024
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