Grocery is one of the highest-frequency purchase categories in consumers' lives, and today it’s connected across digital, in-store, and off-platform channels. For agencies and brands, that connectivity can unlock a single ecosystem where data, media, and measurement work together across the entire marketing mix. In this session, Instacart’s General Manager of Ads, Ali Miller, makes the case for retail media as a foundational layer of modern marketing, not just a performance tactic. She'll share how Instacart's ecosystem connects 9,000+ brand advertisers across the Instacart Marketplace, 310+ retailer sites, in-store surfaces, and off-platform channels, and what that connected infrastructure makes possible. Attendees will hear about new capabilities spanning AI-powered shopping, vertical video ads, and full-service creative – plus a strategic view of how to approach agentic commerce and what it means for brand and agency investment heading into 2027.