9:05am - 9:55am
Retail media has rapidly moved from a tactical line item to a central force in brand investment decisions. While often discussed through the lens of measurement and attribution, its rise signals something deeper: a shift in how brands allocate budgets, define success, and balance short-term certainty with long-term growth.
This panel will explore retail media not as a standalone channel, but as a strategic pressure point revealing new organizational tensions—between brand and performance, media and sales, and demand creation versus demand capture.
Rather than focusing on tools or methodologies, the conversation will examine how retail media is reshaping brand strategy and what that means for the sell-side ecosystem, including streaming, FAST, traditional TV, and digital media companies that do not own the point of sale.
The session is designed to be candid, strategic, and forward-looking, surfacing real-world tradeoffs brands face today and the implications for media companies navigating an outcomes-driven marketplace. Panelists include:
