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Retail Media Is Moving Offsite - The Question Is Where?

Michael Shields

For the past few months, retail media juggernauts like Instacart and Walmart have been talking about the idea that they’ll eventually max out running ads on their own sites and apps, and will have to bring their ads and data to other platforms. A new report from Bain not only predicts this will gain traction - it’s due for an explosion.

Bain says that 22% of retail media spending will happen off site in just three years, a jump from 12% in 2022. And that 22% promisies to be off an even bigger base, as Bain predicts that RM spending will grow 26% just this year, and 9x the rate of in-store media.

The question is, where is all this ‘off site’ money going to go? An obvious candidate would be social platforms, as retail media companies are trying to capitalize on the growing fervor to shop on TikTok, Instagram and the like. Another candidate is CTV, where numerous efforts are underway to theoretically marry TV watching and buying.

But the big hope in digital ad circles is that this RM money somehow finds a way to the open web at a time it so desperately needs it. It hasn’t proven to be a panacea just yet, but if big retailers can find a way to target recent browsers as they surf the web in a way that feels like they’ve not being chased, it could be a boon for all.

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