Everyone's racing to solve identity, but identity is a commodity: cleanrooms, match keys, the same graph everyone can rent. What a retailer OWNS is context: who the shopper is, what they buy, and how that shifts over time. When that context flows into media, it buys things nothing else can:

• Closed-loop reporting that ties offsite spend to real purchases

• In-store attribution for campaigns that never touched your site

• Offsite inventory that finally performs, grounded in first-party behavior

Most of your stack is debt you're paying down so context can reach those opportunities. This session is about spotting the difference.