Glossary/Retail Media & Commerce/New-to-Brand (NTB)
Retail Media & Commerce
New-to-Brand (NTB)
A retail media metric counting purchases from customers who haven't bought from the brand in a set lookback period, typically 12 months.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
New-to-brand (NTB) is a retail media metric that counts purchases from customers who have not bought from a brand within a set lookback period, typically 12 months. It helps advertisers judge whether campaigns attract new customers rather than only reaching existing buyers. Amazon Ads is a well-known source of the metric.