Retail media networks (RMNs) are on the brink of a major shift. While they are poised to capture over 20% of ad spend in 2025, on-site monetization won’t be the growth driver it once was. With advertisers consolidating spend among just six or seven RMNs on average, including giants like Amazon and Walmart, it’s hard for smaller RMNs to compete.
Off-site retail media ad spend is projected to grow 42.1% in 2025 – nearly three times the rate of on-site growth (15.1%), according to eMarketer’s November 2024 forecast. This dramatic shift underscores that while on-site placements are maturing, off-site is where the momentum (and money) is heading.
To remain competitive, RMNs must move beyond traditional, on-site placements and embrace a broader, more integrated approach to media activation. The future of retail media is about utilizing enriched first-party data to drive performance across the open web, connected TV (CTV), and other digital channels.
Break free from your owned and operated properties
Historically, RMNs have limited ad placements to their own digital properties. While this approach has delivered high-margin returns – on-site ad margins can reach 70-90%, compared to 20-40% for off-site – it’s also inherently limiting. Retailers only have so much owned inventory to sell, and advertisers demand greater scale and flexibility. As brands push for more reach, RMNs must extend their impact beyond owned-and-operated (O&O) properties.
Omnichannel retail media ad spending is forecast to hit $61.2 billion in 2025. Brands are looking beyond retail sites to build integrated, multi-channel strategies that drive results across the funnel.
eMarketer
Off-site doesn’t just mean digital. Walmart’s recent expansion of its Fuel and Convenience stations – planning to open or remodel 45 in 2025, bringing the total to 450 – shows how physical spaces are also becoming extensions of a retailer’s media network. These locations create new touchpoints where advertisers can engage shoppers with timely, context-aware messaging while they fuel up or grab a snack.
These quick-stop environments are ideal for limited-time offers or impulse-triggering messages – especially since 68% of U.S. adults say discounts contribute to their latest in-store impulse purchase.
Maximize the value of first-party data
One of retail media’s biggest promises is the power of first-party data for precision targeting. While on-site ads are inherently lower-funnel, off-site activation allows advertisers to move up the funnel and apply retailer customer data holistically across the open web.
For example, DoorDash and Macy’s now offer self-service audience data to advertisers via The Trade Desk, allowing brands to target consumers programmatically. Meanwhile, Walmart is taking a different approach – cloning The Trade Desk’s technology to maintain its walled garden. These moves demonstrate how retailers are rethinking data monetization strategies to scale beyond O&O limitations.
Drive new revenue streams with off-site activation
Off-site activation enables RMNs to drive incremental reach on channels where audiences are actively engaging, including CTV, programmatic display, and social media. This expansion allows brands to connect with consumers beyond retail websites.
Retailers are also utilizing non-endemic advertising opportunities in environments like gas stations and kiosks. Unlike traditional grocery or apparel aisles, these spaces are brand-neutral, allowing advertisers who don’t sell products in-store to still activate campaigns using retailer data. In fact, 53% of brands have already partnered with a retailer that doesn’t carry their product, and that number is expected to grow as advertisers seek new ways to tap into retail media’s rich targeting capabilities.
Retailers looking to extend the value of their data beyond O&O inventory have two primary off-site opportunities:
First, they can use an identity graph to resolve customer identifiers into addressable IDs that can be enriched with additional attributes and activated across channels like the open web and CTV. This allows retailers to find and reach known customers with relevant messaging outside of their owned platforms. For example, a grocery RMN can identify lapsed snack buyers and deliver streaming TV ads that reengage them on CTV platforms. CTV retail media ad spending alone is expected to grow 43.1% this year, reaching $4.86 billion, highlighting the appetite for video-based upper-funnel strategies.
Second, RMNs can broaden reach by activating first-party audiences, syndicated segments, or custom-built audiences through onboarding capabilities. These audiences can be sent to a variety of programmatic and CTV destinations, enabling advertisers to engage shoppers in high-impact environments. For example, a home improvement retailer can send its audience segments to programmatic ad exchanges, ensuring DIY shoppers see relevant offers even while browsing unrelated sites.
Together, these approaches allow retailers to monetize their data more effectively while giving brands the ability to reach consumers in moments that matter beyond just retail websites and apps.
Scale and measure success with data partnerships
For smaller RMNs to compete with larger players, they need more than just inventory – they need the ability to scale campaigns and prove performance. Data partnerships play a critical role in both expansion and measurement.
Measurement remains one of the biggest challenges for RMNs moving off-site. On-site retail media offers closed-loop attribution, but off-site activations introduce complexity. Retailers can work with an identity resolution partner like Experian to connect ad exposures to actual retail outcomes, such as store visits or purchases, across digital and physical environments. Whether it’s through pixels placed on campaign ads or TV impression logs, these connections help RMNs demonstrate real impact.
This approach helps unify disparate data – such as a CTV ad exposure and a subsequent online or in-store purchase – into a clear, measurable outcome. These insights not only show what’s working, but help RMNs optimize future campaigns and provide advertisers with transparent, third-party-validated reporting.
As retailers like Walmart integrate loyalty programs like Walmart+ into their physical extensions, they gain valuable behavioral insights into how customers shop across formats – from fueling up to filling carts. These data signals help refine identity graphs and improve measurement across increasingly hybrid consumer journeys.
Beyond ads: The data monetization opportunity
Smaller RMNs may struggle to scale ad-supported revenue, but there’s another path forward: Data-as-a-Service (DaaS). Providing anonymized, privacy-compliant audience insights to brands offers a high-margin, scalable revenue stream. In fact, some retailers are already embracing this model by licensing their data to programmatic platforms.
A playbook for smaller RMNs to win off-site
The future of retail media belongs to those who harness data to influence consumer behavior across all digital marketing channels. To succeed, RMNs should focus on:
- Moving beyond owned inventory: Activate first-party data across CTV, social, and programmatic channels to meet advertisers where their audiences are.
- Expanding reach through partnerships: Collaborate with identity resolution providers to maximize match rates and campaign effectiveness.
- Building a full-funnel offering: Position off-site retail media as a brand-building play, tapping into ad budgets that traditionally fund upper-funnel campaigns.
- Monetizing data, not just ads: Explore DaaS models to generate passive revenue.
The time to move off-site is now
Retailers that wait too long to embrace off-site activation risk falling behind. Those that expand beyond their owned inventory, invest in off-site data strategies, and build strategic partnerships will be the ones that shape the future of retail media.
Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk.
Connect with our team
Latest posts
Partnership leverages industry-leading Tapad Device Graph™ for more effective video marketing across all connected devices NEW YORK, April 11, 2017 /PRNewswire/ – Tapad, a part of Experian, the leading provider of privacy-safe, cross-device marketing technology solutions, has announced its partnership with Innovid, the world's leading video marketing platform. This integration enables Innovid to bring cross-device personalization and a more unified viewer experience to its video marketing clients including Bank of America, L'Oréal, Microsoft and Procter & Gamble. Innovid's proprietary technology is the only platform optimized for video, enabling marketers to thrive in an ever-changing digital television landscape. Since its launch last year, Innovid's Marketing Cloud Suite has helped marketers increase message relevance and the opportunity to drive conversions, retention and acquisition through video personalization. By leveraging the Tapad Device GraphTM, Innovid's marketers can now benefit from the ability to drive consistent, personalized user experiences across all devices, creating more impactful connections with consumers and increasing ROI. "Personalization is a must for every data-driven marketer and really needs to happen across all devices to ensure a unified customer journey," says Ronnie Lavi, SVP of product at Innovid. "At Innovid, we recognize one size does not fit all when it comes to video. As an open platform, we are always looking to add best-of-breed capabilities through integrations and partnerships, and we've chosen Tapad because of its superior cross-device expertise." "Innovid has long paved the way for effective personalization in the video marketing space," says Pierre Martensson, GM of Tapad's data division. "As video continues to gain popularity across digital formats, we're excited to see how our technology empowers Innovid to bring that renowned personalization to more customers across all of their devices." Contact us today
Tracey Scheppach's new marketing and media practice leverages Tapad's device-level data to help clients achieve "marketing nirvana" NEW YORK and CHICAGO, April 5, 2017 /PRNewswire/ — Today, Tapad, now part of Experian, is the leading provider of unified, cross-screen marketing technology solutions, and Matter More, a next generation marketing and media practice with deep experience in the advanced TV space, announced a strategic partnership to bring together world class digital data and audience development expertise to help marketers improve how they connect with consumers. As consumer behavior continues to expand across multiple devices, today's marketers need robust, comprehensive data solutions to accurately engage the people who matter most to their brands. At the same time, the TV industry has reached an advertising tipping point, capitalizing on the power of device-level data. "Achieving unduplicated reach and frequency across all channels with true addressability, and the ability to measure outcomes, is marketing nirvana," says Tracey Scheppach, CEO and co-founder of Matter More, a new agency built for the modern age. "The best opportunity to deliver 'marketing nirvana,' at scale, is by partnering with Tapad and using their world-class Device Graph to help our clients simply matter more to the people they care about most." "By leveraging our access to rich TV data, we can now measure the actual performance of media across channels," says Marshall Wong, SVP, TV for Tapad. Tapad's proprietary Device Graph™ unifies consumer behavior data across all devices, uncovering the interests, passions and behaviors of the audiences who matter most. As with any data solution, privacy, transparency and trust are crucial to bringing marketers a solid offering that delivers results. "Tapad is excited to partner with Matter More to tap into their knowledge base and experience working with some of the largest brands on TV today," says Kate O'Loughlin, SVP and GM of Tapad's media division. "The time has come to truly unleash the power of device-level data at scale." Contact us today
Globalization affects retailers in a number of ways. Complying with commercial laws wherever they have brick-and-mortar stores is one such impact. Navigating through privacy rules that impact e-commerce efforts is another. There is one blind spot in particular that deserves attention — sending shopping cart abandonment emails. I am often asked, “How are abandonment emails treated under the CAN-SPAM Act? Canada’s stringent Anti-Spam Law (CASL)?” “Can I even send abandonment emails to my Canadian customers?” What are cart abandonment emails? But let’s back up… What is an ‘abandonment’ email anyway? In the email space shopping cart abandonment refers to a particular type of automated mailing used to re-engage an online customer. The most common example is one where a retailer notices that a customer has left an item sitting in their shopping cart, and proceeds to send a reminder with a coupon to complete the order. To fully understand privacy compliance pitfalls with this technique, in the U.S. and beyond, we need to unpack what happens before the abandonment email is sent. Email marketing shopping cart abandonment compliance Abandonment messages are almost always ‘commercial’, particularly if they incentivize a shopper to complete their purchase. In compliance parlance, we call this encouraging the continuation of a commercial activity. In contrast, an order confirmation typically provides factual information about a commercial activity. Under most anti-spam laws, particularly under CASL, marketers need to ensure abandonment messages are not unsolicited. Triggering should account for: Appropriate consent covering email marketing to new or ongoing online relationships. Scrubbing the customer’s email address against your unsubscribe/suppression lists before sending a solicitous message. (This is true under any anti-spam law.) For more information about CASL-compliant consent record keeping and related best practices, you can navigate to the Canadian Radio-television and Telecommunications Commission. Maintaining compliance with online tracking Abandonment emails rely on online retailers tracking their customers’ activity on their websites and tying online behavior back to the email addresses using the same behavioral targeting technologies as those used to deliver Interest Based Ads. This jump across engagement channels to remarket to customers can raise privacy concerns, so online retailers need to pay attention to their privacy compliance obligations. Cross-channel marketing privacy protections Guidance covering privacy policies and practices issued by the Federal Trade Commission are informative and I encourage you to review these with your law department. If you operate outside the U.S., privacy protection laws like Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) may set out additional obligations with your cross-channel marketing efforts. PIPEDA’s definition of commercial activity, which includes remarketing Privacy Commissioner’s findings under PIPEDA in relation to remarketing Privacy Commissioner’s guidance on online behavioral advertising, the technology of which informs triggered emails Under PIPEDA and similar international privacy regimes, cross-channel marketers will need to (i) clearly and conspicuous inform website visitors that their online activities may result in personalized marketing, (ii) offer a way to opt-out of such tracking, and (iii) obtain individuals’ prior express consent with tracking involving sensitive personal information such as health data How to manage cross-channel marketing compliance risks As privacy protection regimes around the world continue to mature and absorb rules covering marketing, online retailers need to start adding new vocabulary to their privacy compliance lexicon. For example, shopping cart abandonment efforts produce ‘cross-channel re-marketing campaigns triggered by an identifiable individual’s online behavior.’ While this is a mouthful to say, viewing your engagement efforts through this lens will help you manage compliance risks. Experian can help you navigate compliance risks Our privacy-first approach to data is trusted across industries around the world. As a leader in the industry, we are here to help you leverage the power of data while maintaining the highest standards of consumer privacy compliance and legal guidelines. With almost 30 years in business, we are here to help you confidently create and launch data-driven marketing strategies. Contact us today to get started! Please note: Cross-Channel Marketing does not give legal advice on electronic marketing regulations or privacy laws. To mitigate risk to your business, please consult with your legal counsel on the law and your corporate policy. Contact us today