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# Retail media’s next phase: reaching shoppers beyond a retailer’s own site
- URL: https://www.medianexis.com/retail-medias-next-phase-reaching-shoppers-beyond-a-retailers-own-site/
- Published: 2026-11-08T15:32:00.000Z
- Updated: 2026-11-08T15:32:01.000Z
- Description: eMarketer reports that retail media networks are expanding beyond owned sites and apps, pushing ad placements across off-site channels, partner platforms, and third-party inventory to extend reach.
- Author: Medianexis Signals Desk
- Tags: Retail-media, Use Case, eMarketer sponsored: Instacart retail media reach piece

**Why it matters.** Advertisers gain access to broader audiences through retail media without having to negotiate separately with each individual retailer network.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Use Case*](https://www.medianexis.com/tag/by-use-case/) *·* [*read the original*](https://www.emarketer.com/content/retail-media-s-next-act-reaching-across-retailers-channels-apps?ref=medianexis.com)*.*