The Path to Purchase Institute, with the help of SMG, fielded a study of more than 1,200 UK shoppers to understand how retail media touches and is received by shoppers along the path to purchase. Join P2PI's Cyndi Loza and SMG's Katie Streeter Hurle as they share results from the research, debunking common myths and misconceptions of retail media, shedding light on the power of holistic, omnichannel campaigns, and underscoring the value of retail media beyond short-term sales.