The news: Uber, Kroger, and Target announced new off-site capabilities as they look to attract incremental commerce media dollars.

• Kroger Precision Marketing partnered with TikTok to give advertisers the ability to use the retailer’s data to target shoppers within the social media platform.
• Target’s Roundel is piloting a “first-of-its-kind” partnership with DirecTV Advertising that uses Target’s first-party customer insights to deliver more relevant ads for DirecTV viewers on home screens, during live programming, and on planes, hotels, and other travel settings.
• Uber is trialing off-site ads that would enable advertisers to extend their campaigns to platforms like Meta and Google Shopping with the aim of driving Uber Eats sales.

Zoom out: Off-site is emerging as a crucial battleground for non-Amazon retail media networks (RMNs), mainly because it’s an area where Walmart’s dominance is less pronounced. While our forecast expects Walmart to account for over half (51.1%) of US non-Amazon on-site retail media ad spending this year, the retailer’s share of non-Amazon off-site spending is just 30.4%, giving competitors a rare opening.