The Commerce Media Playbook
Off-site activation is key to growing your commerce media network.
The open internet is commerce media’s next frontier
The future of commerce media depends on smarter activation rather than expanding on-site inventory. The Commerce Media Playbook from The Trade Desk Edge Academy shows commerce and retail media networks how to scale their businesses by using their unique data outside of their owned-and-operated platforms and staying competitive for modern media budgets.
Courses included in this playbook:
This two-course learning path provides merchants with practical guidance on how to expand beyond owned environments, unlock new advertiser demand, and strengthen their role in the programmatic ecosystem. These courses can help transform commerce media from a performance-only channel into a strategic growth engine for both merchants and marketers.
Across the series, learners will dive deep into the core strategies driving commerce media growth today:
Off-site activation: Learn how activating commerce data across the open internet enables networks to reach customers earlier, extend scale, and tap into national and non-endemic budgets.
Data differentiation: Identify what makes customer data unique and learn how to position it clearly and credibly in an increasingly crowded market.
Measurement and impact: Connect media exposure to real business outcomes, including online and in‑store sales, new buyer growth, and full‑funnel performance.
Buying models and transparency: Understand how flexible buying approaches, audience granularity, and clear measurement can build trust and long-term advertiser relationships.
Meet your instructors
Claire Wyatt, GM, Business Development, Retail, The Trade Desk
Jeff Daniel, Retail Data Partnerships, The Trade Desk
Featuring
Dave DeRobbio, Director, API and Off-Platform Data Partnerships, Instacart
Samantha Jacobson, Vice President of Partnerships, OpenAI
Peter Giordano, GM, Ads Platform and Growth Services, DoorDash
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