Retail media continues to grow rapidly, but questions remain: Do Retail Media Networks drive brand growth? Or, is retail media just digital slotting fees?

Drawing on research from the Medill Spiegel Research Center at Northwestern University, we will show how Retail Media Networks sit at the center of an evolving consumer journey. We will explore:

• Consumers are omnichannel. Integrating marketing communications remains marketers' biggest challenge. You'll walk away with a roadmap to integrate online, offline, and in-store.

• Marketing budgets are omnichannel. Advertising elasticities have always been low, and they might have disappeared altogether. That doesn't mean advertising doesn't contribute to brand growth. You'll walk away with an understanding of consumers' paths to purchase.

• Measurement is siloed. Measurement remains the biggest obstacle for achieving brand growth through retail media. You'll walk away with a measurement playbook that includes how to avoid the two common, but fatal, mistakes.