The WARC Podcast The next era of retail media
May 8, 2025
Kiri Masters, an insightful commentator and author in the retail media space, dives into the transformative world of retail media. She discusses how advertising is shifting beyond e-commerce and into social media and connected TV. Kiri highlights the power of first-party data for personalizing off-site ads while tackling third-party cookie challenges. Listeners will learn about the innovative strategies employed by retail giants and the complexities brands face in executing effective retail media campaigns.
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Off-Site Retail Media Defined
- Off-site retail media uses retailer first-party data for ads on channels outside retailer sites, like connected TV or display ads. - This data enhances ad relevance and attribution, reaching customers across their buying journey.
Profit Dynamics in Retail Media
- Retailers have long sold off-site media, but on-site retail media like Amazon's sponsored products is more profitable. - Off-site remains attractive as it leverages valuable buyer data, creating new revenue streams.
Expanding Off-Site Retail Media
- Off-site retail media is used by many retailers through partnerships with networks like Roku and social platforms like Pinterest and Meta. - Tech solutions connect bids, audiences, media placements, and attribution to measure effectiveness.