Not all transaction moments are created equal, and not all offers should be either. A traveler at an airport gate has a different mindset than a loyalty member completing a fashion purchase, who has a different mindset than a hotel guest logging into property Wi-Fi. The offer that converts in one context falls flat in another. As retail and commerce media networks look to grow beyond traditional endemic placements, the opportunity is expanding to include near-endemic and non-endemic demand powered by smarter use of transaction signals, loyalty data, and real-time context. This session explores how retailers and media owners are using intelligent offer decisioning to enhance engagement, conversion, and revenue across the shopping journey — balancing advertiser relevance with yield, and turning the transaction moment into a scalable retail media channel.