The growth of retail media over the past few years has largely come from ads that appear on retailers’ own ecommerce sites, usually manifesting as search and display formats. But there’s only so many spots where retailers can cram these onsite ads without disrupting the customer experience.

That’s led many commerce companies to expand into offsite placements. Offsite ads use a retailer’s audience data to target ads across the open web. Offsite ads are not as profitable for retailers as onsite ads, but they broaden retailers’ ad pitch to appeal to budgets beyond shopper marketing, including programmatic and connected TV spend.