Commerce media is expanding beyond owned surfaces as consumer attention shifts across search, social, streaming, and AI-driven digital experiences. Topsort, an AI-native monetization infrastructure company for modern commerce, today announced Universal Ads as a new Offsite channel, enabling retailers and marketplaces to extend advertiser campaigns across CTV, streaming, and digital inventory, including inventory from major publishers such as NBCUniversal, Paramount, and Warner Bros.
Commerce media is expanding across more channels and formats as retailers and marketplaces look to activate the advertiser demand they have already built into more environments. For modern commerce businesses, the opportunity lies in extending retail media programs beyond the marketplace into premium offsite inventory where consumers are engaged.
"The future isn't about adding another place to run an ad. It's about giving commerce businesses the intelligence and infrastructure to activate demand wherever opportunity exists." — Regina Ye, CEO, Topsort
The launch reflects the convergence of retail media, adtech, and monetization infrastructure into a single connected layer for commerce advertising.
With Universal Ads, retailers and marketplaces can extend their existing advertiser demand into premium video inventory using the same Topsort Offsite workflow. Advertisers simply select Video and Universal Ads, upload a video of up to 60 seconds, set their budget and bidding strategy, and launch.
Because campaigns are video-based rather than product-based, no catalog synchronization is required, simplifying campaign activation for vendors and marketplaces. The streamlined workflow enables faster go-to-market for commerce media programs looking to scale across CTV advertising and digital video channels.
Universal Ads expands Topsort's Offsite capabilities into premium video inventory across North America and Europe, including reach across up to 90% of U.S. households, helping marketplaces and vendors extend campaigns beyond the marketplace at significant scale.
For CTV, where viewers cannot click ads displayed on television screens, campaign performance is measured using view-through attribution rather than click-through attribution.
"The boundaries of commerce media are disappearing," said Regina Ye, CEO of Topsort. "What used to be separate channels, formats, and advertising systems are becoming one connected monetization layer. The future isn't about adding another place to run an ad. It's about giving commerce businesses the intelligence and infrastructure to activate demand wherever opportunity exists."
The launch reflects a broader evolution in commerce media: as advertiser programs expand across more channels and formats, the infrastructure behind them needs to evolve with them. Topsort is building connected infrastructure to help retailers and marketplaces activate demand across more environments from one place.
About Topsort
Topsort is the AI-native monetization infrastructure company for modern commerce. Topsort helps retailers, marketplaces, delivery platforms and other commerce businesses build and operate monetization programs, from auction-based advertising to AI-driven decisioning across every commerce surface. Today, Topsort provides monetization infrastructure to leading enterprises across more than 40 countries, including Coles, JET, Avolta, and Falabella.
