Observed Signal · Aug 11, 2026 · Industry Analysis · Source: The Drum · Impact: 3/5 · Sentiment: Neutral
Non-endemic brands target Amazon via retail media
Kiri Masters requested her Amazon advertising data and discovered nearly 400 advertiser audiences that included many non-endemic brands (banks, insurers, airlines, streaming services). The piece argues retail media networks (RMNs) are increasingly attractive to advertisers that do not sell on the retailer, driven by harder-to-access consumer data elsewhere, DSPs expanding offsite reach (notably Amazon DSP), and improved measurement (e.g., Amazon Marketing Cloud). Examples cited include Home Depot’s Orange Apron Media beta with Pinterest, Kroger running Chevrolet’s Equinox EV via Yahoo DSP, and Dick’s Sporting Goods exploring financial-services partnerships. Industry sources and forecasts (eMarketer, IAB, academic commentary) are used to frame this as a structural growth opportunity for sophisticated RMNs able to service non-endemic demand.
Shows a clear trend of RMNs attracting non-endemic advertisers and DSPs expanding offsite reach; this affects budget flows, measurement approaches and the types of advertisers RMNs must support, but it is incremental rather than industry-shifting.
Wichtigste Kernpunkte & Evidenz
- Kiri Masters requested her Amazon consumer ad data and found an 'AdvertiserAudiences' file listing nearly 400 companies including Pfizer, GEICO, Emirates Airlines, Chase, McDonald’s and Westpac.
- Amazon recorded 42 conversion events for the author between June 19 and August 5, with Emirates appearing 18 times.
- eMarketer projects US offsite retail media ad spending will reach $17.05bn in 2026, up 29.5% year over year.
- Home Depot’s Orange Apron Media put more than 20 first-party audiences into a beta with Pinterest Media Network Connect earlier in the year.
- Kroger Precision Marketing ran Chevrolet’s Equinox EV launch through Yahoo DSP using grocery-basket signals rather than automotive intent.
Verknüpfte Unternehmen
16 verknüpfte UnternehmenIAB
Verband der digitalen Werbewirtschaft für Mitgliedschaften, Branchen-Events, Weiterbildung und technische Standards.
“The IAB’s “Building a More Competitive Commerce Media Ecosystem” white paper, which defines six sustainable business models for the future, ...”
McDonald's
Globaler Quick-Service-Restaurant-Konzern, der durch standardisierten Lebensmittelvertrieb und ein globales Franchise-Modell monetarisiert.
Disney+
Globale Streaming-Plattform für Film- und TV-Inhalte im Besitz von Disney.
“Amazon logged 42 conversion events on me between June 19 and August 5 this year – events fired by tags sitting on other companies’ websites,...”
T-Mobile
US-amerikanisches Telekommunikationsunternehmen mit Mobilfunk-, Heiminternet- und Werbelösungen.
“Amazon logged 42 conversion events on me between June 19 and August 5 this year – events fired by tags sitting on other companies’ websites,...”
Yahoo
Yahoo kombiniert reichweitenstarke digitale Medien mit einer eigenen programmatischen Ad-Tech-Plattform für zielgerichtetes Marketing.
“Earlier this year, Home Depot’s Orange Apron Media put more than 20 first-party audiences into a beta with Pinterest Media Network Connect –...”
Chase
Consumer-Banking-, Zahlungs- und Commerce-Media-Plattform unter dem Dach von JPMorgan Chase.
“The other file, “AdvertiserAudiences,” got my attention. Pfizer. GEICO. Emirates Airlines. Chase. McDonald’s. Westpac, an Australian bank....”
Amazon
Globale Commerce-, Cloud-, Advertising- und Abonnement-Plattform.
“I decided to request all the data that Amazon has filed on me as a consumer, including which audience segments I’m in, ad conversion events ...”
Visuelle Entdeckungsplattform mit einer Self-Serve-Werbeplattform für Unternehmen.
“Earlier this year, Home Depot’s Orange Apron Media put more than 20 first-party audiences into a beta with Pinterest Media Network Connect –...”
DICK'S Sporting Goods
Führender US-Sportartikeleinzelhändler mit einer starken E-Commerce-Plattform, einem eigenen Retail Media Network und digitalen Jugendsport-Assets.
EMARKETER
B2B-Research-Plattform für Marktanalysen, Werbung und Commerce Intelligence.
“But across the broader ecosystem, US offsite retail media ad spending will reach $17.05bn in 2026, up 29.5% year over year, according to eMa...”
Kroger
US-Lebensmitteleinzelhändler mit einer führenden Retail-Media-Plattform und integrierten Digital-Commerce-Aktivitäten.
“Last year, Kroger Precision Marketing ran Chevrolet’s Equinox EV launch through Yahoo DSP on grocery-basket signals [rather than automotive ...”
Citi
Globaler Banken- und Finanzdienstleistungs-Konzern unter der Marke Citi.
“Amazon logged 42 conversion events on me between June 19 and August 5 this year – events fired by tags sitting on other companies’ websites,...”
Marriott International
Ein global agierender Hotelbetreiber, Manager und Franchisegeber mit einer plattformbasierten Marken- und Distributionsinfrastruktur.
“Amazon logged 42 conversion events on me between June 19 and August 5 this year – events fired by tags sitting on other companies’ websites,...”
The Home Depot
Führender Baumarkt- und Heimwerker-Einzelhändler mit E-Commerce, Retail Media und professionellen Services.
“Earlier this year, Home Depot’s Orange Apron Media put more than 20 first-party audiences into a beta with Pinterest Media Network Connect –...”
The Trade Desk
Unabhängige DSP für das kanalübergreifende Programmatic Advertising im Open Internet.
“Earlier this year, Home Depot’s Orange Apron Media put more than 20 first-party audiences into a beta with Pinterest Media Network Connect –...”
Pfizer
Globales Pharmaunternehmen, das innovative Medikamente und Impfstoffe erforscht, herstellt und vertreibt.
“The other file, “AdvertiserAudiences,” got my attention. Pfizer. GEICO. Emirates Airlines. Chase. McDonald’s. Westpac, an Australian bank....”
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