Onsite retail media has been revolutionary in its ability to get brands closer to the point of purchase. But it has also been somewhat limited in execution. Much of onsite retail media has focused on placing ads as sponsored search results. They're designed to fit in with the aesthetics of the retailer's website and often just use the search query to inform what products to place in the sponsored ad. On some retailer sites, there could be many competing products from other companies and very little room to differentiate brand's offerings.