As we saw throughout Day 1 of the RMN Europe Ascendant Boot Camp, the central RMN question—are you primarily a retailer or are you primarily a publisher—elicits many responses depending on the size, type, and age of the RMN: retailer, publisher, or both. In today’s opening keynote, Colosseum Strategy Co-Founder and IAB Europe Consultant Yara Daher argues that any answer other than “both” is an exercise in denial of reality, and that RMNs have to shed this denial next year. In a data and insight filled presentation, Daher will argue that the future of retail media is the future of all media, but in order to embrace that future all sides of the  marketplace—RMNs, brands, agencies, martech/adtech, and industry organizations—will need to pivot into new ways of thinking that she’ll describe.