Shopper and trade marketing budgets represent a massive, largely untapped opportunity for retail media networks, but unlocking those dollars requires solving two persistent pain points that retailers, brands, and agencies cite time and time again: measurement and creative. In this roundtable, participants will dig into why in-store media has historically lagged behind digital in accountability, what credible closed-loop measurement looks like at the store level, and how advances in both measurement methodology and AI-powered creative production are finally closing the gap. For retailers trying to make the case to brand suppliers and brands looking to justify incremental in-store investment, this session surfaces the practicalities that can bring shopper, trade, and retail media teams into alignment and move real dollars into the store.