Behind the Numbers: an EMARKETER Podcast Beyond Sponsored Products: What Offsite Means for the Media Plan | Behind the Numbers Special Edition Podcast
Apr 4, 2026
Ryan Verklin, Bayer retail media lead focused on activation and measurement integration; Jason O'Toole, Gildan connected commerce head with apparel and social commerce expertise. They dig into offsite retail media growth, measurement and incrementality challenges, creative and regulatory limits for categories, and high-opportunity channels like CTV, TikTok Shop, and AI-led formats.
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Why Brands Are Moving From Onsite To Offsite
- Offsite retail media grew because on-site ad density and CPAs surged, pushing brands to seek more affordable, direct paths to product detail pages.
- Jason O'Toole cites apparel's intense competition, double-digit CPA rises, and 50%+ ad density increasing offline migration.
Three Core Operational Challenges For Offsite
- Measurement, role definition, and creative demand are the top operational challenges for offsite retail media in 2026.
- Jason O'Toole highlights cross-DSP halo measurement, blurred brand/commercial ownership, and new creative scale needs as key pain points.
Tag Offsite Campaigns With Your MTA
- Integrate offsite retail media measurement with your existing MTA to enable apples-to-apples comparisons across national and retail campaigns.
- Ryan Verklin recommends tagging offsite campaigns so you capture rest-of-market ROI, not just retailer-reported sales.