Retail media is rapidly moving beyond its roots as an ecommerce and performance channel. For major advertisers, the question is no longer whether it belongs in the media mix, but how it should work alongside established channels and what it needs to prove to earn greater investment.

In this fireside chat, Mars’ Global Retail Media Lead Josh Clarkson joins Dom Dwight to explore how Mars is integrating retail media into its wider media strategy, the growing focus on incrementality, measurement and brand-building, and what comes next as the boundaries between media, commerce and shopper marketing continue to blur.

As retail media networks expand and more channels compete for the same budgets, the pressure is growing to demonstrate genuine business impact rather than simply proximity to purchase. What will separate the platforms and propositions that become a permanent part of the media plan from those that remain tactical? And can retail media evolve into a true brand-building environment without losing the accountability that made it attractive in the first place?