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

About this episode

The episode explores the evolution of retail media, focusing on off-site retail media and connected TV as key growth areas for retailers and brands.

S6E4 Exploring the rise of performance TV, off-site retail media, and what it means for retailers and brands. Retail media is evolving fast, and if you're still stuck in 2022, you're already behind. In this episode of The Retail Razor Show, hosts Ricardo Belmar and Casey Golden sit down with retail media expert Andrew Lipsman to explore how Retail Media Networks(RMNs) are expanding into Connected TV (CTV) and off-site retail media to drive growth in 2026 and beyond. From Amazon and Walmart’s bold moves into performance TV to the rise of off-site retail media as a full-funnel strategy, this episode is packed with insights for retailers and brands navigating the next wave of retail media strategy. Andrew breaks down the challenges of measurement, the myth of ROAS, and why CMOs and agencies need to rethink their approach to retail media. What You’ll Learn in This Episode: Why connected TV is the next frontier for retail media networks How off-site retail media is growing 3x faster than on-site The real story behind ROAS and why it’s often misleading How Amazon and Walmart are dominating performance TV What smaller RMNs can do to compete through partnerships Why CMOs and agencies…

People in this episode

Hosts: Ricardo Belmar, Casey Golden

Guest: Andrew Lipsman

Topics covered

• retail media
• connected TV
• off-site retail media
• performance TV
• advertising strategy
• measurement challenges

Keywords

• retail media
• connected TV
• performance TV
• off-site media
• ROAS
• advertising strategy
• retail media networks

Mentioned in this episode

Organizations: Amazon, Walmart, Retail Media Networks

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