{"page":"/blog/offsite-retail-media-explained","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Route","How the data moves","Who runs the buying","Dated example"],"rows":[["1. Retailer-run DSP","Audiences stay inside a buying tool the retailer controls or brands","The retailer, often on a partner's engine","Walmart DSP, built with The Trade Desk from 2021 (Marketing Dive, 1 Jun 2026); Amazon's DVA+ inside Amazon Ads Agent (Amazon Ads, 29 Sep 2026)"],["2. Retailer data in the buyer's DSP","Segments appear as a targeting option in the agency's existing DSP seat","The buyer","Kroger audiences with SKU-level sales reporting in Display & Video 360 (PPC Land, 24 Mar 2026); Walmart audiences in Yahoo DSP for VIZIO inventory, closed proof of concept (Walmart Connect, 28 May 2026)"],["3. Curated supply-side deals","The SSP or curator packages inventory with retailer audiences and offers it as a deal ID","Any DSP that takes the deal","Walmart's Connect Select marketplace with FreeWheel, Index Exchange, Magnite and PubMatic (Walmart Connect, 27 Apr 2026)"],["4. Platform partnerships","The retailer matches audiences with a social, video or streaming platform, which runs its own auction","The platform","Instacart audiences on Google, Meta, NBCUniversal, Pinterest, Roku, The Trade Desk, TikTok and YouTube (Instacart, accessed 9 Nov 2026)"]],"sourceUrls":[["https://www.marketingdive.com/news/walmart-connect-expands-offsite-advertising-ambitions-with-yahoo-magnite/821575/","https://advertising.amazon.com/library/news/amazon-ads-agent"],["https://ppc.land/kroger-joins-googles-commerce-media-suite-to-unlock-sku-level-sales-data-on-youtube/","https://www.walmartconnect.com/resources/articles/2026/expanding-access-to-walmart-first-party-data-across-leading-platforms"],["https://www.walmartconnect.com/resources/articles/2026/new-pathways-to-programmatic-CTV-at-scale"],["https://company.instacart.com/ads/off-platform"]]}