Because compliance kills the conversation.
“You’ve already paid the retailer.” But the agency spends larger through a media buy, and it’s fine. The retail media needs to fit into the marketing budget rules.

Because we’re stuck in legacy logic.
Budgets follow sales, not opportunity. Spend is capped by what’s already selling. And retail media? It’s too new, too different, too hard to justify—until someone rewrites the rules.

Because the tools feel old.
The way ads show up in stores is like something from the past—fixed schedules, no smart targeting. The same happens with most online retail media.

Because they don’t have audiences.
The people we want to reach? The capability is either missing, limited to no more than 5% of total universe, or hard to track across online and offline.

Because everything is siloed.
Too many systems. Campaign manager in one silo and the analytics in another. And nothing speaks the same language. It’s impossible to correlate campaigns with targeting and results.

Because it’s complicated.
We need partners who really understand retail, media planning, performance campaigns, analytics and media ops — but those are missing. And we pay for it.