While grocers have successfully monetized traditional endemic supplier SKUs, the next frontier of exponential growth relies on tapping into near-endemic and non-endemic brand budgets. Rather than getting caught up in semantic debates over retail media versus commerce media, leading network operators focus on finding incremental revenue streams that delight shoppers without adding customer friction or sacrificing core grocery baskets.

Led by Laura Belchier (Ocado Retail), Bas Komen (Albert Heijn), and Courtney Hopkins (Rokt), this interactive roundtable explores how grocers are expanding beyond standard trade placement models. Participants will discuss strategies for navigating internal merchant resistance, leveraging post-transaction moments and multi-channel touchpoints, using rich first-party data to attract non-endemic advertisers, and executing highly creative brand partnerships that add genuine value to the customer journey.