Editor’s Note: The Rise of E-Commerce Media

"We'd much rather have our customers exit to a vendor site to learn more about the products they're researching than go anywhere else," said Dustin Robertson, Backcountry.com's chief marketing officer, in the release.

In short, Backcountry.com's e-commerce media program uses its site's niche-focused approach to retail to give advertisers the chance to target segments of customers at a powerful point in the purchase process.