As retail media matures, tension has emerged between retail media teams and their counterparts: the trading/commercial teams within retailers. Should retail media operate as a separate business unit or integrate with merchant operations? This session tackles the organizational question that's reshaping European retail media. We’ll explore the barriers preventing alignment—misaligned KPIs, siloed data, conflicting priorities, and metrics that might not make sense to both sides of the retailer organization. Plus, how can emerging technologies like agentic AI balance advertiser performance goals with retailer profit. For brands and agencies navigating multiple spending buckets across trade marketing, media buying, and retail media, this conversation offers a path toward more strategic, holistic partnerships.