Commerce media is moving beyond owned surfaces.

Consumers move between marketplaces, streaming platforms, connected TV, and digital experiences throughout the day. Advertiser programs increasingly need to move with them.

With Universal Ads, marketplaces using Topsort can now extend their advertiser programs into CTV and streaming through the same Topsort Offsite ecosystem they already use.

That means more ways to activate advertiser demand beyond the marketplace, from one place.

No separate campaign system. No new workflow for every channel.

Bring Commerce Media to More Screens

Universal Ads gives marketplaces and vendors access to CTV and streaming inventory across 20+ premium publishers in the U.S. and UK, including reach across up to 90% of U.S. households.

Advertisers can reach audiences across major video environments including NBCUniversal, Paramount, Warner Bros. Discovery, FOX, Roku, Samsung, DIRECTV, and more. Universal Ads inventory is designed specifically for the TV and streaming experience, with non-skippable, 100% full-screen video ads available in 15-, 30-, and 60-second formats.

For marketplaces, this creates another way to extend the advertiser demand they have already built into more of the environments where consumers spend their time.

Instead of managing video through a separate advertising stack, vendors and ad operations teams can activate it through the same Topsort Offsite experience they already use for other campaigns.

Launch Video Through the Same Offsite Workflow

Universal Ads brings video into the existing Topsort Offsite workflow.

Advertisers select Offsite Campaign, choose Video and Universal Ads, upload a video of up to 60 seconds, set their budget and bidding strategy, and launch.

Because these campaigns are video-based rather than product-based, no catalog synchronization is required.

For marketplaces, that means video can become another format available to advertisers without introducing an entirely separate campaign workflow or system.

Measure CTV the Way Consumers Experience It

CTV also changes how campaign performance should be measured.

Unlike ads on websites or mobile devices, viewers generally cannot click an ad displayed on a television screen. Universal Ads therefore measures CTV performance using view-through attribution rather than click-through attribution.

This reflects the way people actually experience advertising on television and gives advertisers a more appropriate way to understand campaign impact.

One Advertiser Program, More Places to Activate Demand

Commerce media is no longer limited to the inventory a marketplace owns.

As advertiser programs expand across more channels and formats, commerce businesses need a simpler way to activate demand across the open web without creating a new workflow for every destination.

That is the direction of Topsort Offsite: bringing more advertising surfaces into one connected ecosystem.

Universal Ads extends that ecosystem into CTV and streaming, helping retailers and marketplaces bring the advertiser demand they have already built to premium video environments while keeping activation in one place.

More channels. More reach. One Offsite ecosystem.

Get Started With Universal Ads

Universal Ads is available now as an Offsite channel through Topsort.

Marketplaces can use Topsort’s Universal Ads account or grant Topsort access to their own account. To enable the channel, reach out to your Topsort Account Manager.

Ready to take your commerce media program beyond owned surfaces? Talk to a Topsorter →

FAQ

What is Universal Ads in Topsort?

Universal Ads is an Offsite channel that enables vendors to launch video campaigns across CTV, streaming, and digital inventory through Topsort.

What does Universal Ads help marketplaces and vendors do?

Universal Ads helps marketplaces extend advertiser campaigns beyond the marketplace into premium video inventory across North America and Europe, including reach across up to 90% of U.S. households.

How do I launch a Universal Ads campaign?

Go to Create Campaign → Offsite Campaign, select Video as the format and Universal Ads as the channel. Upload a video of up to 60 seconds, set the campaign details, including budget and bidding strategy, and launch.

Do Universal Ads campaigns require catalog synchronization?

No. Universal Ads campaigns are video-based rather than product-based, so no catalog synchronization is required.

Do vendors need to learn a new workflow?

No. Vendors and ad operations teams use the same familiar Topsort Offsite flow already used for catalog- and image-based campaigns.

How is CTV performance measured?

Because viewers cannot click ads displayed on television screens, CTV campaign performance is measured using view-through attribution rather than click-through attribution.

How do marketplaces enable Universal Ads?

Marketplaces can use Topsort’s Universal Ads account or grant Topsort access to their own account. Contact your Topsort Account Manager to enable the channel.