Nordstrom Rolls Out In-House Media Network

Nordstrom is expanding its advertising opportunities with the rollout of the Nordstrom Media Network, the luxury department store’s in-house advertising program that enables brand partners to directly connect with Nordstrom and Nordstrom Rack shoppers via on- and off-site media campaigns.

While the network isn’t new, Nordstrom is moving on from the pilot stage and continuing to scale its offerings. The retailer reportedly initially tested the concept with off-site campaigns for brand partners on platforms such as Google and Meta, and then successfully piloted Nordstrom Media Network in 2021 with on-site sponsored ads in its fourth quarter.

In 2021, Nordstrom Media Network generated $40 million in ad revenue with hundreds of brand partners, which Nordstrom says exceeded its initial expectations. The advertising program can has access to reach its 1.9 billion annual unique visitors, 32 million active shoppers and 18.8 million social media followers by advertising on its digital platforms and through off-site digital advertising, according to the program’s website.

On-site channels include sponsored product ads and brand pages. Off-site channels include paid social and display ads, YouTube video, search ads and affiliate campaigns. Nordstrom serves targeted ads to shoppers based on their individual purchase and behavioral data.