The retail media landscape is evolving quickly, and one reality is becoming clear: The emphasis on retail media belongs in the aisles. Agentic shopping has captured headlines as a new frontier. PayPal CEO Alex Chriss recently projected that 25% of all e-commerce will be agent-driven by 2030. For general retail, that represents a major transformation. The margin profile of retail media is compelling — 70%–90% gross versus 25%–35% for CPG products — but retailers are racing toward in-store media for reasons that extend far beyond profit. By scaling their retail media networks (RMNs) into the physical store, retailers are evolving into media companies that: Tap into their largest and most active audiences: Shoppers in the aisles making real-time purchase decisions. Control the full environment: Unlike fragmented off-site media, in-store touchpoints are owned, operated and fully under retailer stewardship. Offer closed-loop measurement: Connecting impressions directly to purchases with precision that few other channels can match. Unlock first-party data insights: Providing brand advertisers with a clearer view of shopper behavior, preferences and conversion drivers. This shift positions grocery retailers as not just sellers of goods, but also as trusted media partners offering brand advertisers something uniquely valuable: a blend of scale, authenticity and actionable insights. For all its promise, in-store retail media can’t come at the expense of customer experience (CX).