Non-Endemic Advertising Explainer 2024

What Should Brands and Retailers Know About the Trajectory of Non-Endemic Advertising in Retail Media?

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.

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    Table of Contents

    1. Executive Summary
    2. Non-endemic advertising is an early-stage growth opportunity in retail media
    1. Non-endemic advertising has potential to drive incremental ad revenues, but it won’t happen overnight
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Eric Brackmann
    VP, Commerce Media
    Interviewed June 5, 2024
    Glen Conybeare
    Global President, Kinesso Commerce, Interpublic
    Interviewed June 20, 2024
    Sean Crawford
    Managing Director, North America
    Interviewed June 6, 2024
    Alex Juday
    Head of International Growth and Global Agency Business
    Interviewed June 12, 2024

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    Suzy Davidkhanian
    VP, Content
    Yoram Wurmser