Brands and agencies say they believe in in-store retail media; however, the investment isn't there yet. Meanwhile, retailers are building fast with screens and networks going up everywhere. Are these networks being built for advertisers, or just for foot traffic? Why these locations, and how many is too many? This roundtable will be a candid discussion about the real gap between intent and spend, covering everything from creative fit and brand expectations to what's actually driving retailer network design decisions.