Retail media's front-end growth story is well known. The back-end story is messier. RMNs that have successfully scaled their sales motion are running into a hard constraint: the operational infrastructure to manage, traffic, and deliver campaigns at scale simply hasn't kept pace. Spreadsheets are still doing jobs that systems should own; manual handoffs between buy-side and sell-side teams create latency, errors, and advertiser frustration. This roundtable brings together RMNs, CMNs, and agency partners to diagnose the gap honestly—where it shows up, what it costs in real dollars and relationships, and what a better-architected operation might look like. The discussion moves from diagnosing problems to exploring solutions: what infrastructure investments pay off fastest? How might AI-assisted order management change things? And what transparency gains should agencies demand as the industry matures?