Off-site Retail Media Fontes maiores e alto contraste não são “feios”, são funcionais. Evitar cinza claro sobre fundo branco é regra básica. Off-site Retail Mediais the advertising strategy in which retailers use their proprietary data (first-party data) to target and display ads on third-party channels, outside their own websites or apps.
Unlike On-site (ads within the retailer's online store) and In-store (ads in the physical store), Off-site seeks the consumer during their entertainment and general browsing journey, using retail purchase history to ensure message delivery accuracy.
How It Works
The retailer acts as an audience provider. It anonymizes its customer data (who buys what, how frequently) and connects it to media buying platforms (DSPs) or Data Clean Rooms. This allows a brand (e.g., a diaper manufacturer) to purchase advertising inventory on external channels, specifically targeting people who have bought baby products from that retailer's network in the last 30 days.
Main Advertising Channels
The major revolution of Off-site is the expansion of inventory to high visual impact channels:
- CTV (Connected TV): Ads displayed on streaming services (such as Netflix, Globoplay, YouTube) or Smart TV interfaces, targeted by actual purchase behavior, not just by what the person watches.
- DOOH (Digital Out-of-Home): Digital billboards, screens in elevators or bus stops. The technology allows ads to be displayed only during times or in locations with a high concentration of the audience profile mapped by the retailer.
- Open Web and Social: Banners on news websites, blogs, and social networks (Meta, TikTok), targeted using retail data.
The Key Differentiator: “Closed-Loop” Attribution”
The main advantage of Off-site Retail Media over traditional programmatic media is measurement. Since the retailer holds the transaction data, it can connect the starting point (the user saw the ad on TV) with the endpoint (the user purchased the product on the website or in the physical store days later). This is called Closed-Loop Attribution (Closed-loop Attribution).
Practical Example
Imagine a pharmacy chain.
- Data: The pharmacy knows that Customer X buys sunscreen every December.
- Off-site Action: In November, the pharmacy uses this data to display an ad for a new sunscreen brand to Customer X while they are watching a video on YouTube (CTV) or browsing Instagram.
- Result: Customer X goes to the pharmacy and buys the product. The chain can confirm to the advertising brand that the sale was influenced by the ad on YouTube.
Why is it a trend?
With the end of third-party cookies and privacy restrictions, retail data (based on actual purchases and logged-in profiles) has become the “gold” of digital advertising, offering a secure and effective alternative for audience targeting outside the sales environment.
Related Terms
- Retail Media Network (RMN)
- First-Party Data
- Programmatic
- Closed-loop Measurement
