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.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 5 Charts: Reliable data in simple displays for presentations and quick decision making.
- 4 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- 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
- Interviews
- Sources
- Media Gallery
Charts in This Report
- Most Brands Have Partnered With Retailers That Don't Carry Their Products (% of US brands, Aug 2023)
- Retail Media: Where do non endemic brands fit?
- Media, Financial Services, and Quick-Service Restaurants (QSRs) Are Retailers' Main Non-Endemic Advertisers (% of US retailers, Aug 2023)
- The Time Is Narrowing Between Launching a Retail Media Network and Incorporating Non-Endemic Offerings
- Despite Brand Interest, Retailers Don't Rank Non-Endemic Partnerships Among Top Opportunities (% of US retailers, Aug 2023)
Interviewed for This Report
- Eric Brackmann, Koddi - VP, Commerce Media
- Glen Conybeare, Kinesso - Global President, Kinesso Commerce, Interpublic
- Sean Crawford, Threefold - Managing Director, North America
- Alex Juday, Pacvue - Head of International Growth and Global Agency Business
