Endemic advertisers are companies that use retail media to drive consumers to their products within retailers.  Non-endemic advertisers don’t sell products via retailers but can still benefit from the rich commerce data to reach their audience. For example, a person searching for swimsuits and beach towels might also search elsewhere for top beach resorts. Hospitality brands and cruise lines could use this data to define messaging, then use sales and impression data from non-endemic campaigns to better inform future targeting.