Everyone in retail media claims to “own the tech stack” – but half the industry is still duct‑taping tools together and calling it innovation. As retail media explodes, so does the chaos: Adtech platforms pretending to be CMSs, integrators reinventing themselves as data companies, and retailers trying to run media networks on systems built for playlisting videos in 2014.

The elephant in the room: Is a stand‑alone CMS even relevant in a retail media world dominated by data, programmatic, and performance metrics? Or will the CMS quietly disappear – swallowed by retail media platforms, AI engines, and first‑party data ecosystems?

This panel cuts through the hype and asks the questions vendors hate: Who actually controls the retail media tech stack – retailers, adtech, CMS vendors, or data giants? Why are so many platforms trying to be everything at once? And what breaks first when the CMS becomes just another feature?

If your retail media tech stack still needs three logins, a custom integration, and a prayer to run a campaign… you’re already behind. Join us as we unpack the land grabs, the overlapping platforms, the power shifts – and the uncomfortable future of the CMS in a world where data rules everything.