Topsort Expands Commerce Media Beyond Owned Surfaces With Universal Ads

New Offsite channel enables retailers and marketplaces to extend advertiser campaigns across CTV, streaming, and digital inventory

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 their advertiser programs 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 consumer attention moves across search, social, streaming, AI, and other digital experiences. For retailers and marketplaces, the opportunity is to bring the advertiser demand they have already built into more of those environments.

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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.

“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.”

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From Retail Media to Commerce Everywhere

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 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.