What's Happening?
Yahoo has secured four new deals that highlight the evolving landscape of commerce media. Traditionally, retail media growth has been driven by ads on retailers' own e-commerce sites, but the saturation
of these spaces has led companies to explore offsite ad placements. Offsite ads leverage retailer audience data to target ads across the open web, expanding the reach beyond traditional shopper marketing to include programmatic and connected TV advertising. While offsite ads are less profitable than onsite ads, they offer retailers a broader advertising pitch.
Why It's Important?
The shift towards offsite ad placements signifies a major trend in commerce media, as retailers seek to maximize their advertising potential without compromising the customer experience on their own platforms. This expansion into offsite advertising allows retailers to tap into larger advertising budgets and diversify their revenue streams. For Yahoo, these deals represent a strategic move to strengthen its position in the commerce media space, potentially increasing its influence and market share. The development could also prompt other companies to explore similar strategies, further transforming the digital advertising landscape.
