Retail media is the “Trojan horse” that is disrupting the foundation of the most important commercial relationship: that of the buyer and the supplier. Many lazy analysts see retail media as just another performance marketing channel, or worse, a cash grab from retailers. Yes, that might be happening. However, the much bigger concern is the upending of the trade relationship dynamic.

During this keynote, Colin Lewis will draw from historical trends — as well as research from the U.S. and around the world — to show how both brands and retailers can navigate their way into a different world that will benefit both parties, rather than continue the often-adversarial nature of buyer-supplier relationships.