Retail media is firmly established as a core pillar of digital advertising, on track to represent 1 in 5 digital ad dollars by 2029. But as investment accelerates, the market is sending a clear signal: future growth depends on extending retail media beyond onsite environments and into offsite, programmatic channels. This session will combine just-released TTD Intelligence proprietary research with practical activation guidance to help advertisers and agencies understand where retail media is headed and how to capitalize on it.