The Retail Razor Show

Off-site Retail Media & CTV - Andrew Lipsman on Retail Media’s Next Frontier

Mar 27, 2026
Guest
Andrew Lipsman
Andrew Lipsman, independent analyst focused on retail media and digital advertising. He explores CTV becoming performance TV, the rapid rise of off‑site retail media, and why ROAS and closed‑loop measurement can mislead. He also covers retailer partnerships for premium CTV, inventory quality risks, and how RMNs should act more like media companies.
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INSIGHT

Retail Media Is A Data Layer Not Just A Channel

  • Retail media succeeded because it pairs high-quality first-party purchase data with closed-loop measurement, creating targeting and attribution advantages across channels.
  • Andrew Lipsman traces the shift from e‑commerce pigeonholing to a cross-channel layer powering display, social, CTV and in-store activations.
ADVICE

Balance Brand Measurement With CTV Performance

  • Don't force last‑touch ROAS as the primary success metric for performance TV; preserve brand measurement alongside conversion metrics.
  • Andrew Lipsman advises balancing narrower performance targeting with broader TV brand reach to avoid destroying the medium's value.
ADVICE

Retailers Must Act Like Media Companies

  • Act like a media company when entering CTV: speak the CMO's language, prioritize premium inventory, and offer integrated buys across sites, publishers, and TV.
  • Use publisher partnerships (e.g., CNET, Pinterest, Hearst) to access quality audiences and complement owned channels.
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