Media Plans with budget sharing drive +135% increase in budget utilization between onsite and offsite channels

Traditional commerce media networks start with a strong onsite business and, as fill rates and advertiser demand scale, extend to offsite as a natural next step. Offsite expands what a commerce media network can offer, unlocking additional inventory for networks and giving advertisers more opportunities to reach customers beyond owned properties.

As that footprint grows, however, advertisers need a simple way to manage their investment across it. Budgets need to move efficiently between onsite and offsite, related campaigns need to work toward common outcomes, and adding new channels cannot mean adding proportional complexity for the advertiser.

The standard is making all of your inventory, from audiences to placements, available to advertisers in one place. The next step is making the self-serve experience seamless across the full campaign lifecycle, from planning and creation through measurement, optimization, and renewal.

Koddi’s Media Plans and budget-sharing tools were built around that approach. Media Plans bring campaigns and experiences together under a common planning, reporting, and budget-management layer, while budget sharing can automatically move available budgets toward campaigns with the capacity to spend additional funds. In an early activation across onsite and offsite campaigns, this approach increased projected budget utilization by 135%.

Offsite turns onsite constraints into incremental opportunity

Even strong onsite programs have natural limits. Available inventory, targeting criteria, and audience size can constrain how much of an advertiser’s budget can be efficiently deployed.

Offsite can solve for that constraint, but its value goes beyond ensuring available demand gets spent. It gives advertisers another channel to drive outcomes, extend their reach, and bring new customers back to the network’s owned properties. In that model, budget sharing is both a utilization tool and an opportunity for advertisers to put their total budget toward the channels with the greatest opportunity to perform.

Rather than allowing budget that cannot be spent onsite to go unused, networks can extend eligible advertisers into channels such as Meta and other channels among the 10+ available through Koddi today, creating additional opportunities to reach consumers beyond their owned properties. 

In one instance of this activation, more than 2,000 SMB advertisers opted in to extend their campaigns offsite. The adoption reinforces the value of making offsite an integrated part of the advertiser experience, rather than a separate campaign advertisers have to independently plan and manage.

But simply offering onsite and offsite campaigns alongside one another leaves much of that opportunity unrealized. Advertisers still have to determine how much budget belongs in each channel, monitor delivery independently, and adjust allocations as campaign performance and available inventory change.

Connecting those campaigns under a common budget changes the equation. Instead of asking advertisers to choose between onsite and offsite upfront, a media plan can help put their budget to work across both.

Budget sharing dynamically invests in eligible channels

For one home goods brand, Koddi enabled budget sharing between onsite and offsite Meta campaigns, allowing eligible advertiser investment to move between channels based on available capacity. This meant:

• Networks can set their priorities for how much goes to onsite vs. offsite. When inventory or targeting constraints mean an onsite campaign is projected to under-deliver, available budget can shift to the corresponding offsite campaign, up to channel caps defined by the network.
• That allocation is dynamic. A daily automated process evaluates available funding, adjusts campaign budgets, and activates or pauses offsite campaigns as funding changes.
• Advertisers do not have to independently plan, fund, and continuously rebalance separate campaigns. This is especially useful for small or midsized advertisers who may not have the resources to spend significant time in your platform.

The result is a unified budget strategy: prioritize high-value onsite inventory, identify budget that is unlikely to be spent there, and put that investment to work offsite within the network’s established guardrails.

Media Plans connect campaigns around a common strategy

Budget sharing solves the allocation challenge, while Media Plans provide the broader structure for managing those campaigns together.

Media Plans provide a shared planning, reporting, and budget-management layer across campaigns and supported experiences. Users can select experiences, allocate budgets, and create new campaigns or associate existing campaigns under a common plan.

This brings three important parts of cross-channel campaign management together:

1. Simpler management: Related campaigns across multiple experiences can sit within the same Media Plan while maintaining their individual campaign settings and functionality.
2. Clearer measurement: Delivery and performance are aggregated across campaigns, creating a shared view of how the broader advertiser investment is performing.
3. Better budget utilization: Forecasting identifies campaigns likely to under-deliver and those with additional capacity, helping reallocate available budget where it can be spent more effectively.

Together, these capabilities shift the experience from managing individual onsite and offsite campaigns to managing a broader media plan around the advertiser’s goals and available budget.

Budget utilization results

The impact becomes clear when budget can move between onsite and offsite based on available capacity.

Before allocation, 68% of the total budget was projected to go unspent, resulting in just 32% projected budget utilization from onsite campaigns.

Budget sharing identified that projected under-delivery and reallocated eligible budget to offsite campaigns with additional capacity. That increased projected budget utilization to 76%, representing a 135% increase in budget utilization.

The remaining 24% is also important context. It does not reflect a lack of available offsite demand. The network established a predefined cap on how much advertiser budget could move offsite.

Once that threshold was reached, additional projected onsite underspend could not be reallocated. Budget sharing therefore increased utilization within the network’s established channel strategy and controls, giving the network the ability to capture more opportunity while maintaining control over how advertiser investment is distributed.

Driving media plan outcomes

The opportunity in offsite goes beyond adding another source of inventory: it’s a strategic initiative where onsite and offsite can operate as parts of the same advertiser goal.

Media Plans create the connective layer across campaigns. Sharing budgets then puts that connection to work by identifying under-delivery and moving available budget toward eligible campaigns with capacity, while maintaining the network’s control over channel allocation.

For networks, that means capturing more advertiser investment without relying solely on additional onsite inventory. For advertisers, it reduces the need to predict the perfect channel allocation upfront or continuously monitor and rebalance individual campaigns themselves.

As commerce media programs expand across more channels and experiences, the opportunity is to make that complexity invisible to the advertiser. Advertisers simply see one plan, one budget, and a connected system designed to put more of that investment to work.