Observed Signal · Sep 23, 2026 · Market Signal · Source: Kevel · Impact: 3.5/5
On-Site Meets Off-Site: Inside the Partnership Fixing Retail Media's Fragmentation Problem
The Trade Desk's Matthew Fantazier explains how a new Kevel, Dollar General and Trade Desk partnership connects on-site and off-site retail media into one measurable campaign, and why he thinks the term “retail media” disappears within five years.
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On-Site Meets Off-Site: Inside the Partnership Fixing Retail Media's Fragmentation Problem
The Trade Desk's Matthew Fantazier explains how a new Kevel, Dollar General and Trade Desk partnership connects on-site and off-site retail media into one measurable campaign, and why he thinks the term “retail media” disappears within five years.
The Trade Desk Sells Onsite Ads for Dollar General
The Trade Desk has struck a deal with Dollar General and retail tech firm Kevel to sell onsite display ads on Dollar General’s website through The Trade Desk’s platform. The offering lets advertisers buy Dollar General onsite inventory alongside The Trade Desk’s offsite upper-funnel inventory (streaming, social, online video), enabling unified full‑funnel buys. The move is described as The Trade Desk’s second foray into onsite ads and positions the company to compete with retail‑media vendors such as Criteo. Matthew Fantazier, VP of data partnerships at The Trade Desk, said advertisers have historically run different funnel stages in separate places and can now stitch the full funnel together.
Commerce Media Expands Beyond Retail
The Trade Desk’s Jeff Daniel argues that commerce media is moving beyond traditional retail players as airlines, hotels, banks and other customer-facing businesses adopt retail-media principles using first-party data. Successful commerce media networks are shifting from pure inventory sales to consultative, full-funnel partners offering interoperable measurement and activation across onsite, owned channels and the open web. The piece highlights retailers’ advantage in direct purchase insight, cites Dollar General as an example of collaborative practice with advertisers and agencies, and describes The Trade Desk’s role as a connector that helps brands activate retailer data programmatically while providing measurement of business outcomes. The article frames the trend as an industry evolution driven by first-party data, measurement flexibility and organizational change within companies running commerce media businesses.
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