{"page":"/blog/onsite-vs-offsite-vs-in-store-retail-media","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Attribute","Onsite","Offsite","In-store"],"rows":[["Inventory","Sponsored product listings in search and category pages, display banners, brand pages, video on the retailer's site and app","Display, video, social and connected TV ads on other publishers, bought with the retailer's audiences","Screens at entrances, aisles, endcaps and checkouts; pharmacy and fuel-pump screens; in-store audio; carts"],["Data used","Search terms, browsing and purchase history on the retailer's own properties","Retailer purchase and loyalty audiences matched to publisher or DSP identifiers, usually in a clean room","Store, zone and time; footfall and dwell; loyalty transactions at the till"],["Buying route","Retailer self-serve console or API, managed service, third-party campaign tools","A DSP (retailer-branded or partner), SSP data deals, social and video platform partnerships","Direct orders and managed packages; programmatic digital out-of-home where screens are connected"],["Pricing model","Mostly cost-per-click auctions for sponsored products; CPM for display","Cost per thousand impressions (CPM)","CPM on estimated audience or opportunity to see, or a flat fee per flight"],["Measurement","Closed-loop sales on the retailer's own data; some metrics accredited by the MRC","Closed-loop sales through a clean room; new-to-brand rates; incrementality tests","Opportunity to see; footfall-based impressions; sales lift on loyalty data"],["Share of spend","Most budgets: over 90% of European buyers put at least 41% onsite (IAB Europe via PPC Land, Oct 2025)","US offsite above $17 billion in 2026, +29.5% (eMarketer via Marketing Dive, Jun 2026)","About 5% of retail media revenue (Omdia via MarketScale, Nov 2026)"],["Named examples","Amazon Sponsored Products; Walmart Sponsored Search; Tesco Media Ad Manager","Walmart data in Yahoo DSP and Magnite; Home Depot on Reddit and Pinterest; Albertsons on YouTube; Amazon DVA","CVS digital endcaps; Walgreens with Looma; Circle K pump screens; Sam's Club fuel screens and radio"]],"sourceUrls":[[],[],[],[],[],["https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/","https://www.marketingdive.com/news/walmart-connect-expands-offsite-advertising-ambitions-with-yahoo-magnite/821575/","https://www.marketscale.com/industries/retail/stores-ring-up-most-retail-sales-but-earn-5-of-retail-media-revenue"],[]]}