DooH players think they’re perfectly positioned to dominate instore retail media - but are they actually ready for the complexity of the in‑store business? After all, selling impressions on a roadside billboard is one thing. Running a data-driven, shopper‑centric media network inside a supermarket, pharmacy, or hypermarket is something else entirely.

Retail media isn’t just DooH with a shopping cart. It’s inventory data, trade marketing, attribution, SKU-level insights, shopper psychology, and the brutal reality of retail operations. It’s endemic brands demanding measurable sales impact — and non-endemics chasing attention in the one place online ad blockers don’t work.

This panel asks the uncomfortable question everyone is quietly debating: Are traditional DooH companies truly equipped to run high-performance retail media networks?
Or do retailers need a completely different skill set — deeper data science, tighter POS integration, and a customer understanding DooH has never had to master?

And here’s the twist: Retailers themselves are starting to realize that whoever controls in‑store media controls a multi‑billion‑dollar revenue engine. Should they really outsource or keep it inhouse?

This panel will unpack the turf wars, the misconceptions, and the new power dynamics shaping the hottest battleground in media today.