Retail media has become one of the most effective channels for converting demand that already exists – rather than shaping future demand. But conversion is only part of the equation. Between transactions, most retailers have little presence in their customers' lives. The teams responsible for changing that — loyalty, app/digital, retail media, brand — frequently operate in silos with separate budgets, vendors and KPIs.

This roundtable tackles the tension between creating and converting demand head-on. How do retail media network leaders think about their role beyond the shopping journey? Should retail media networks pursue engagement between transactions to create greater opportunities to surface offers to customers? And, if so, who has the mandate (and budget) to act when no single team owns the time between purchases?

Expect a candid conversation about what's actually working, what's not, and what needs to change organizationally before this kind of strategy can follow.