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.