Retail Media Networks Have Major Offsite Ad Potential: Dentsu Medias Bruce Williams Beet.TV [Video]

SAN JUAN, PR – Retailers that sell digital advertising on their own websites are looking to expand these capabilities throughout the open web with what is known as offsite advertising. A key strength is audience targeting based on the purchase histories of their customers.

“The expansion of offsite is really delivering on a lot of the proposition that we’ve been talking about for the last year or two in terms of retail media really becoming a part of the larger media ecosystem,” Bruce Williams, executive vice president and head of performance marketing at Dentsu Media, said in this interview at the Beet Retreat San Juan with Beet.TV contributor Rob Williams. “It’s gonna be an interesting time to continue to put a little bit of pressure on growth and the dollars that are coming into the category.”

Retailers are at different stages of maturation and sophistication with their media networks. The best ones …