Every retail media network sits on a data asset that advertisers want. How an RMN or CMN makes that data available determines whether it's building a sustainable business or slowly giving away a competitive edge. The easy path hands data to a platform, collects a check, and calls it a day. The harder path keeps the media network in control. The RMN negotiates the deals, manages the relationships, and does more work, but it also learns exactly who's accessing its data, how they're using it, and whether it's performing. This roundtable conversation explores data collaboration as a deliberate growth strategy—one that opens doors to entirely new advertiser categories, powers smarter audiences, and delivers measurement that reflects what your media is doing. Participants will dig into the real trade-offs between reach and control, debate how collaboration platforms are expanding the definition of who a retail media advertiser can be, and map what it takes to build a data partnership program that grows revenue without surrendering the asset that makes it possible.