Social platforms want a bigger share of retail media budgets, and some are backing that with matched spend to prove their channels. For retail media networks, that raises a question: does social pull budget away from onsite and in-store media, or does it feed those channels?

Social can drive discovery for retailers that lack the traffic to monetize onsite placements. It can also pull shoppers toward higher-margin inventory. But it hands attention, and sometimes data, to platforms that compete with the retailer for advertiser dollars.

Join Lucie Leverton (Harrods) and Troy Townsend (Zitcha) in a candid discussion on where social fits in a retail media offer, how to measure it against retail outcomes, and who benefits.