Retail Media Off-Site: Toward an Omnichannel, Measurable, and Scalable Attribution Model

The Retail Media ecosystem is evolving rapidly. It is no longer limited to retailers’ owned channels — such as their websites or apps — but is expanding into external environments like display, search, video, and social. This new dimension, known as Retail Media Off-Site, allows brands to connect with consumers earlier in the funnel, even before they actively enter the purchase process.

In response to this transformation, JAKALA and DV360, Google’s programmatic solution, have developed a whitepaper that establishes the foundations for measuring, planning, optimizing, and scaling off-site campaigns in an omnichannel, data-driven, and privacy-first environment.

A Scalable and Actionable Framework

Titled “The JAKALA & DV360 Framework: Driving Retail Media Growth Through Data and Measurement”, the document outlines the different levels of maturity in off-site activation. From basic remarketing strategies to advanced omnichannel models with predictive audiences and full-funnel automation, the framework provides a clear, scalable roadmap for any retailer or brand.

The approach is supported by the Google Marketing Platform ecosystem — including DV360 for programmatic activation, CM360 for unified attribution, GA4 for behavioral analytics, and BigQuery for large-scale data unification. Additionally, solutions such as Ads Data Hub enable secure collaboration between brands and retailers, protecting user privacy while measuring the real impact on sales and engagement.

First-Party Data, High-Value Audiences, and Real Attribution

In an increasingly restrictive landscape — shaped by new regulations and the decline of third-party cookies — retailers’ first-party data is emerging as a critical asset. This whitepaper highlights how proper activation enables brands to engage high-intent audiences, expand their reach beyond e-commerce, and optimize campaigns across channels such as display, YouTube, and Search.

“The real impact lies not just in launching campaigns, but in building the infrastructure to activate, measure, and continuously optimize them,” explains María Sánchez-Herrera, Programmatic Industry Manager at DV360.

With DV360, brands can connect audiences, run relevant campaigns, and unify measurement — from the most basic strategies to the most advanced.

Driving Collaboration Between Brands and Retailers

Retail Media Off-Site represents not only a major opportunity for brands but also for retailers themselves, who can monetize their data and position themselves as strategic partners in digital marketing strategies.

As Luis Miguel de Casas Albacete, Adtech Manager at JAKALA, notes:

With this whitepaper, our goal is to translate technical complexity into actionable decisions and tangible results for brands.