Endemic vs. Non-Endemic Advertising

What is the difference between endemic and non-endemic advertising?

Endemic advertising places brands in publisher environments where their products or services are directly relevant — a CPG brand on a grocery retailer's network, or a sportswear brand on an athletic retailer's site. Non-endemic advertising places brands in publisher environments where there is no direct product relationship — a financial brand on a grocery network, or an insurance company on a travel booking confirmation page.

Why the distinction matters

For publishers, the endemic/non-endemic distinction defines the ceiling of their monetization potential. An RMN that accepts only endemic advertisers is limited to brands whose products are sold in that store. A commerce media network that accepts non-endemic advertisers opens the audience to the full universe of advertiser categories — dramatically increasing revenue per transaction.