Offsite retail media: real channel or buzzword? With Westfield, Channel 4 and mediarithmics @MADFest

Описание: Retail media is maturing, but the conversation has stayed largely onsite: sponsored products, onsite display, closed-loop measurement. The question of whether retailers can meaningfully play in offsite environments, reaching shoppers across the open web, broadcast or other channels, is contested but puts mediarithmics in a natural position: we sit at the intersection of retail data & media execution and this debate is our home turf.

The direction of travel is unambiguous: offsite retail media will represent $1 in every $4 spent on retail media by 2027, growing at twice the rate of onsite through 2026 (eMarketer). CTV retail media alone is forecast to more than double — from $4.19B in 2024 to $10.44B by 2028, capturing over 20% of the entire CTV ad market. The market has already voted. The debate question forces the room to confront what that means.