Retail and commerce media networks have mastered monetizing the shopping journey, but what about all the time customers spend NOT shopping? This roundtable explores how leading retailers are extending their media strategies into the white space between transactions—turning idle moments into engagement opportunities that simultaneously build loyalty and generate revenue. When customers aren't browsing your app or visiting your stores, how do you stay top-of-mind while creating new monetization pathways? Participants will discuss strategies for maintaining customer relationships during dormant periods, organizational challenges around creating this engagement, and the technology integrations required to covert non-transactional time into both deeper customer relationships and advertising income. The conversation addresses a fundamental question: can you drive loyalty, engagement, AND incremental revenue with the same experience—and if so, who owns it?