Too many retail media networks rush to monetize before laying the foundation required to scale–and end up rebuilding under pressure, with advertiser trust and internal alignment on the line. This session unpacks why infrastructure and technology decisions made at the outset often set a ceiling on retail media growth, and why short-term shortcuts nearly always compound into long-term constraints. Drawing on The Home Depot's approach to building Orange Apron Media, we'll explore the frameworks, trade-offs, and discipline required to put the horse before the cart.