In an industry obsessed with the shiny, new thing—AI agents, off-site expansion, in-store activations—there's a fundamental truth most retailers are avoiding: their on-site advertising still isn't good enough. 

This fireside conversation reveals what real innovation looks like when you commit to doing the hard work: 

• Building innovative ad products like branded shelf, investing in true incrementality measurement, and
• Creating a data foundation robust enough to power AI (rather than hoping AI will magically fix unstructured data). 

Featuring Justin Sandee from Bol and James Avery from Kevel, this session offers a straightforward look at what it takes to compete with Amazon (and win), why there are no shortcuts between strategy and growth, and how Bol—which is bigger than Amazon in the Netherlands—is positioning itself as a first-party data powerhouse. 

For retailers tired of looking for easy buttons that don't exist, this is a masterclass in doing things the right way.