The John Lewis Partnership claims to have “advanced its retail media offer”, with partner brands now set to be able to access offsite media capabilities.

The move will enable businesses to more readily activate advertising campaigns across a range of external channels – all powered by first-party data.

The new options will include video ads via connected TV – which includes popular streaming services – as well as online videos and display ads on popular consumer websites.

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“This move is a big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery,” said Jemma Haley, retail media lead for the John Lewis Partnership.

“It helps us build a detailed understanding of audiences across vastly different purchase journeys, from immediate necessities to more considered items. This will enable our brand partners to target smarter audiences powered by first-party data, helping our customers discover more relevant and tailored brands.”

Until now, advertising opportunities had been limited to the Partnership’s own websites – JohnLewis.com and Waitrose.com, which launched in 2023.