TripleLift and Luzern eCommerce have reported a 17% increase in purchasers for UK probiotics brand Optibac following a full-funnel advertising campaign that combined Amazon retail media with programmatic video advertising across the open internet. The campaign, which ran from Q4 2025 through Q1 2026, illustrates how advertisers can extend retail media audiences beyond a retailer’s owned inventory to reach new shoppers.
The campaign addressed a visibility problem in an increasingly competitive supplements market. According to the companies, Amazon Marketing Cloud (AMC) analysis identified 6.6 million unreached category users and a 31.3% year-over-year decline in brand awareness. Rather than concentrating additional spending on lower-funnel conversion tactics, Luzern redesigned the strategy around generating demand ahead of the January-to-March category peak.
Amazon Marketing Cloud served as the data and measurement layer connecting audience insights, campaign activation, and performance evaluation. Prime Video and Fire TV provided reach across Amazon-owned environments, while TripleLift extended the campaign into premium open-internet inventory through online video advertising.
TripleLift’s TL Spark intelligence layer was used to optimize advertising formats, audiences, and supply paths in real time. The activation pursued two objectives: extending the reach of audiences previously exposed to Optibac advertising on Amazon properties and introducing the brand to new-to-brand shoppers outside Amazon’s native inventory.
This approach reflects a broader shift in retail media strategy. Advertisers increasingly want access to retailer-derived audience intelligence without restricting campaign activation to a retailer’s own advertising properties. Offsite activation can extend audience reach across premium publishers and video environments while connecting exposure with subsequent shopping activity.
The campaign results suggest that this broader approach can influence both brand discovery and purchasing behavior. Optibac’s brand searches increased 119%, substantially exceeding the campaign’s 30% target. The companies also reported a 17% increase in purchasers attributed to TripleLift’s activation.
Market share increased by 1.66 percentage points, reaching 20.7% in December 2025, which the companies described as Optibac’s highest recorded share. Campaign spending also showed a statistically significant positive correlation with first-time purchasers on Optibac’s own webstore, suggesting that the impact extended beyond Amazon transactions.
However, correlation does not independently establish that advertising expenditure caused the increase in first-time purchases. The reported figures are campaign-specific results and should not be interpreted as guaranteed outcomes for other advertisers.
For TripleLift, the campaign demonstrates how its supply-side platform capabilities can support offsite retail media through premium open-internet inventory. TL Spark adds an optimization layer that automates decisions around creative formats, audience selection, and supply paths.
For Luzern, the activation demonstrates the potential of using AMC as an orchestration and measurement environment across retailer-owned and external advertising channels. Advertisers in categories such as consumer health, beauty, electronics, and household products could apply similar strategies when brand discovery and purchase intent need to develop across multiple environments.
The campaign also highlights an important commercial consideration for publishers. As retail media budgets expand beyond retailer-owned properties, open-internet publishers and video inventory providers have an opportunity to capture spending connected to retail audience strategies.
The work received the 2026 Amazon Ads Partner Award for Full-Funnel Advertising in EMEA. Its broader significance lies in the growing convergence of retail media, programmatic supply infrastructure, and cross-channel measurement, with audience reach extending beyond the boundaries of individual retail platforms.
Market Landscape
Retail media is expanding beyond retailer-owned websites and apps as advertisers seek incremental audiences across the open internet. This development is increasing the importance of offsite activation, where retailer audience insights can inform advertising across premium publishers, streaming video, and other digital environments.
The Optibac campaign illustrates how retail media and programmatic advertising can work together. Amazon provides audience intelligence and owned-media exposure, while TripleLift extends activation into external inventory.
This model also creates opportunities for independent publishers and SSPs to participate in retail media spending that might otherwise remain within closed retail ecosystems.
Strategic Outlook
The campaign highlights a shift from conversion-focused retail media toward demand generation across the entire customer journey.
For advertisers, the ability to connect brand awareness, audience expansion, and purchasing activity could improve the strategic value of retail media investments.
For publishers, offsite retail media creates another route to attract advertiser budgets using audience relevance and premium inventory.
For SSPs, technologies such as TL Spark demonstrate how automated creative optimization, audience selection, and supply-path decisions can support more sophisticated advertising campaigns.
The longer-term opportunity will depend on transparent attribution, incremental reach measurement, and the ability to distinguish genuine sales impact from correlations between advertising exposure and purchasing activity.
Top Insights
- 17% increase in purchasers: TripleLift’s activation contributed to a reported increase in Optibac purchasers.
- 119% growth in brand searches: Brand searches exceeded the campaign’s original 30% growth target.
- Open-internet expansion: TripleLift helped extend Amazon audience activation beyond Amazon-owned advertising inventory.
- AI-driven optimization: TL Spark dynamically optimized formats, audiences, and supply paths.
- Market-share growth: Optibac reached a reported 20.7% market share in December 2025, its highest recorded level.
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