RMNs have spent the last several years in build mode—standing up ad servers, layering on targeting capabilities, and watching media revenue flow in. But many are hitting a ceiling. Legacy keyword-based search and manual ad operations create friction for both internal teams and brand advertisers, while a persistent gap between paid and organic relevance limits performance and erodes the customer experience. In this roundtable, participants will explore the obstacles standing between today's RMNs and their next stage of growth: How do you move beyond keywords to unlock true search personalization and automation? How do you align retail media with organic merchandising to serve the customer, not just the advertiser? And for the networks built on a Frankenstack of stitched-together technology, how do you close capability gaps without a costly, disruptive rip-and-replace?