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As retail media continues to dominate marketing budgets, brands are expanding their focus beyond retailer-owned sites. Enter offsite retail media: a fast-growing strategy that lets brands use retailers’ powerful first-party data to reach shoppers wherever they are online.

It’s not just another ad channel; it’s the bridge between awareness and conversion, turning the wider web into a retail opportunity.

What Exactly Is Offsite Retail Media?

Offsite retail media refers to ads that use retailer data (like purchase history or intent signals) but are shown outside of the retailer’s website or app.

Think of it as taking the precision of retail media and applying it to social media feeds, news sites, video platforms, and streaming TV.

In a world where third-party cookies are vanishing and consumers are fragmented across platforms, offsite retail media offers a privacy-safe, data-rich way to keep reaching the right audience.

It helps brands extend their campaigns beyond a single digital shelf  and reach shoppers at every touchpoint of their journey.

The Main Types of Offsite Retail Media

Here’s where brands are investing their budgets today:

Sponsored Social Ads

Retailer data powers targeted ads on Meta, TikTok, and Pinterest, driving users straight to product pages on Amazon, Walmart, or other retailers.
Example: Amazon’s integration with Meta allows brands to show shoppable Instagram ads that link directly to Amazon listings — blending discovery and conversion seamlessly.

Programmatic Display Ads

Retail media networks like Walmart Connect, Roundel (Target), and Kroger Precision Marketing use data-driven targeting to serve banner and display ads across the open web.
It’s an efficient way to retarget shoppers or introduce products to similar audiences outside the retailer ecosystem.

Connected TV (CTV) & Online Video

Streaming ads meet retail data. Brands are now using first-party shopper insights to serve ads on Roku, YouTube, and Hulu, complete with QR codes or “Shop Now” links.
Retail CTV spend grew 39% year-over-year in 2024 (Insider Intelligence), showing how advertisers are merging storytelling with shoppable outcomes.

Publisher Partnerships

Retailers and brands collaborate with trusted media outlets to create contextually relevant, shoppable content.
Imagine a recipe article on a food blog featuring a “Buy Ingredients at Tesco” call-to-action, an robust blend of content and commerce.

Why It’s Growing So Fast

Offsite retail media isn’t just popular, it’s skyrocketing:

• $10.6B in U.S. ad spend in 2024, up 61.5% year-on-year, and forecast to hit $28B by 2028 (Insider Intelligence).
• Growing nearly three times faster than onsite retail media (42% vs. 15% in 2025, eMarketer).
• 56% of marketers say conversion rate is their top offsite KPI, followed closely by ROAS (54%).
• Brands running offsite retargeting campaigns have seen up to 35% higher ROAS compared to onsite-only efforts (TripleLift & Path to Purchase Institute).

These results make one thing clear: offsite isn’t just awareness, but measurable performance.

How Leading Brands Are Using It

Top global brands are already redefining the retail media playbook:

• Nike & L’Oréal pair high-impact social or streaming ads (offsite) with onsite sponsored listings to capture demand and drive purchase intent.
  
  
• Unilever & P&G, early adopters of retail media, now invest heavily in offsite formats like CTV and influencer campaigns that link directly to retail partners.

Their results? Increased reach, higher sales lift, and better visibility across the full funnel.

Closing the Loop with Where to Buy

The power of offsite retail media lies in what happens after the click and that’s where a where to buy solution comes in.

A Where to Buy solution transforms awareness into action by letting shoppers instantly find their preferred retailer from any ad social, video or display. Every click is tracked, every purchase journey measured.

By combining shoppable experiences with detailed analytics, Where to Buy helps brands close the loop between offsite engagement and retail sales, unlocking a complete view of media ROI.

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Offsite retail media is the natural next step in the evolution of commerce advertising. It extends retail data beyond the retailer, turning every platform, from TikTok to connected TV, into a potential point of sale.

For eCommerce marketers, the opportunity is clear: Meet your customers where they are, use data to personalize at scale, and connect every impression to a measurable outcome.

Because the future of retail media isn’t confined to one website, it’s everywhere your shopper is.