“Three months in, Smart Pass Rewards is already gathering real momentum. Value per view grew by 77% as we entered month four, and customers are continuing to come back. It’s been an exciting partnership for Tyviso, helping Ocado add even more value to Smart Pass, and we’re only getting started..”
Retail media has become an established revenue line for many retailers. Most of that activity, however, still comes from endemic brands: the brands a retailer already sells.
Non-endemic retail media extends the model to relevant partner brands. It turns high-attention moments in the Commerce Journey, such as checkout and order confirmation, into a new revenue source.
Interest is rising, but shared evidence has been limited. To help fill that gap, Tyviso and Awin surveyed eCommerce, retail media, partnerships and marketing leaders for The State of Non-Endemic Retail Media in 2026, one of the first industry benchmarks on the topic.
This article shares a selection of the headline findings. You can download the full report, including segment comparisons and recommended next steps, for free.
What is non-endemic retail media?
Non-endemic retail media is a partnership in which a retailer, marketplace or app promotes a partner brand from outside its usual offering. For example, a food delivery app promoting a streaming service.
The difference between endemic and non-endemic advertising depends on the advertiser. Endemic advertisers are brands the host already sells, such as a cereal brand buying sponsored listings on a grocery site. Non-endemic advertisers are brands the host does not sell, but whose offers can be relevant to the host's customers.
There are two sides to every partnership:
- The host is the retailer, marketplace, app or eCommerce business that owns the advertising inventory.
- The advertiser is the brand that wants to reach the host's customers by offering a discount or a freebie
Placements before or after purchase, through formats such as Gift With Purchase, Gift After Purchase and Rewards.
Four findings from the 2026 survey
1. Growth is expected, and decline is not
83% of respondents with a non-endemic revenue stream expect it to grow over the next 12 months. None expect it to fall.
Most programmes are still at an early stage, however. Only around one in five respondents describe their programme as established or a significant revenue line. The full report breaks down how growth expectations vary by programme maturity.
2. The biggest barrier is internal
The main obstacle is not technology or a lack of advertisers. Half of respondents say endemic retail media takes priority inside their business.
Brand safety follows at 41%, ahead of technology at 32%. The report also shows how these barriers change as programmes go live, and why senior leaders and managers see the problem very differently.
3. Hosts want control over the customer experience
91% of respondents say it is important that offers are curated and brand-appropriate, rather than served from an open exchange. More than half call it critical.
The same theme appears in how hosts would choose a solution. 71% would pick a fully customised, native option over one that may generate more short-term revenue. The full report covers the data protection and white-labelling findings in detail.
4. Advertisers buy on performance
When respondents answer as advertisers, their priorities change. 94% expect conversion data from a host, and 88% expect CPA pricing.
This creates a gap between what hosts want and what advertisers look for. The report explores where the two sides disagree, and the one area where they align.
What's in the full report
These four findings are only part of the picture. The full benchmark report also covers:
- How programme maturity and revenue outlook compare across the market
- How barriers shift once programmes go live, and by seniority
- What hosts plan to prioritise over the next 12 months
- Whether hosts plan to build in-house or work with a partner
- The measurement and pricing models advertisers expect
- Where hosts and advertisers disagree on brand safety
- Five practical next steps for businesses considering or scaling non-endemic retail media
DOWNLOAD THE FULL REPORT
The report is free. Fill in a short form and we'll send it straight to your inbox.
Frequently asked questions
Why is non-endemic retail media growing?
It gives hosts a new revenue stream from customer moments that are often not monetised, such as order confirmation. It also gives advertisers access to engaged audiences they cannot reach through endemic retail media.
What is the biggest barrier to non-endemic retail media?
In the 2026 survey, the most common barrier was internal prioritisation. Half of respondents said endemic retail media takes precedence inside their business.
How do advertisers expect non-endemic placements to be priced?
Most respondents expect performance-based pricing. 88% said they would expect a host to offer CPA pricing.
Who took part in the survey?
The survey was completed by eCommerce, retail media, partnerships and marketing leaders across food and drink, retail, digital platforms, consumer services and agencies. It ran between July and September 2026.
Transcript
“Three months in, Smart Pass Rewards is already gathering real momentum. Value per view grew by 77% as we entered month four, and customers are continuing to come back. It’s been an exciting partnership for Tyviso, helping Ocado add even more value to Smart Pass, and we’re only getting started..”