Jul 29, 2026 · 30 min · 13 segments
As Retail Media matures, the relationship between trade and media is becoming harder to ignore. But are the two functions truly converging, or do they still need to coexist as distinct disciplines?…
Colin ColburnGuest
Lisa AveryGuest
Yara DaherHost
Why do you think the relationship between trade and media has become such a defining topic within retail media right now? Colin, maybe I'll pass it on to you first, and then Lisa, I'd love your perspective.
Yeah, I think a big part of it is the growth that's happened in retail media, where it's no longer, it's actually too big to just be a single budget line, I think, because five years ago, retail media was kind of like a test budget for a lot of brands.
And it also, at the same time, today, isn't really just viewed as another media channel anymore.
retail and commerce is really influencing all forms of brand building and media planning, really in the effort to convert shoppers and to grow brand awareness, to grow categories.
And I think as that spend has grown, Many of these brand organizations are starting to realize that retail media really sits at the intersection of marketing and media, sales and trade and merchandising.
So it kind of really sits in this middle area of these different parts of the business that you're able to really collaborate or in maybe not so positive ways, fight and have these turf wars.
I think it's kind of bled into every conversation that occurs when it comes to how do we get to that next level of growth in retail media as an overall category? Or if you're a brand, how do we justify more investment? You have to have these conversations with your counterparts because some of those are going to have to come from them.
Why do you think the relationship between trade and media has become such a defining topic within retail media right now? Colin, maybe I'll pass it on to you first, and then Lisa, I'd love your perspective.
Yeah, I think a big part of it is the growth that's happened in retail media, where it's no longer, it's actually too big to just be a single budget line, I think, because five years ago, retail media was kind of like a test budget for a lot of brands.
And it also, at the same time, today, isn't really just viewed as another media channel anymore.
retail and commerce is really influencing all forms of brand building and media planning, really in the effort to convert shoppers and to grow brand awareness, to grow categories.
And I think as that spend has grown, Many of these brand organizations are starting to realize that retail media really sits at the intersection of marketing and media, sales and trade and merchandising.
So it kind of really sits in this middle area of these different parts of the business that you're able to really collaborate or in maybe not so positive ways, fight and have these turf wars.
I think it's kind of bled into every conversation that occurs when it comes to how do we get to that next level of growth in retail media as an overall category? Or if you're a brand, how do we justify more investment? You have to have these conversations with your counterparts because some of those are going to have to come from them.
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