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Panel Retail Media as a Cross-Sector Commercial System
Retail media is becoming a shared commercial layer connecting retailers, brands, platforms and media agencies, but value creation depends on how effectively these organisations align around moments of discovery, decision and purchase • How retail media changes the relationship between retailers, brands and media agencies • Where commercial incentives align and where they conflict across the ecosystem • How planning, targeting and measurement are being renegotiated between sectors • What determines who captures value in cross-platform retail media environments