The outdoor media company AllGear Digital is expanding into retail media through a new partnership with the retailer Backcountry, according to AllGear Digital cofounder and chief executive officer Eric Phung.

The move will enable the publisher to sell and manage ad inventory across the Backcountry ecommerce platform and share in the resulting revenue. The agreement, signed in September and set to launch by November, marks one of the first formal collaborations between a media company and a retailer in the outdoor category.

“This is an extension of our business,” Phung said. “We always try to be creative with new strategies without pulling focus away from our core competencies. For Backcountry, its strength is retail. For us, our strength is building content and advertising.”

The arrange

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