Why on earth would a brand whose product can’t be boxed up and shipped out advertise on a retail media network, you ask? Let me count the ways. But first, what is non-endemic advertising, and why is it effective? Non-endemic advertising is precisely what it sounds like: brands that are not endemic to a retailer’s…

(SOURCE) https://www.adweek.com/performance-marketing/not-selling-on-amazon-doesnt-mean-you-shouldnt-advertise-there/