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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
16 Entities mappedIAB
Digital advertising trade body for membership, events, education and standards.
“The IAB’s “Building a More Competitive Commerce Media Ecosystem” white paper, which defines six sustainable business models for the future, ...”
McDonald's
Global quick-service restaurant brand monetising food sales and franchising.
Disney+
Global streaming platform for Disney-owned film and TV content.
“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 telecom operator with wireless, home internet and advertising solutions.
“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
Digital media owner with owned inventory and ad-tech platforms.
“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, payments and commerce media platform under JPMorgan Chase.
“The other file, “AdvertiserAudiences,” got my attention. Pfizer. GEICO. Emirates Airlines. Chase. McDonald’s. Westpac, an Australian bank....”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“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 ...”
Visual discovery platform with a self-serve advertising business.
“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
US sporting goods retailer with e-commerce, retail media and youth sports assets.
EMARKETER
B2B research platform for media, advertising, and 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 grocer with retail media and digital commerce operations.
“Last year, Kroger Precision Marketing ran Chevrolet’s Equinox EV launch through Yahoo DSP on grocery-basket signals [rather than automotive ...”
Citi
Global banking and financial services group under the Citi brand.
“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
Global hotel operator, manager and franchisor.
“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
Home improvement retailer with e-commerce, retail media, and pro 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
Independent DSP for omnichannel programmatic advertising on the 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
Global pharmaceutical company selling medicines and vaccines.
“The other file, “AdvertiserAudiences,” got my attention. Pfizer. GEICO. Emirates Airlines. Chase. McDonald’s. Westpac, an Australian bank....”
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