Key Takeaways: Retail Media Networks like Walmart Connect, Target Roundel, and Instacart Ads offer high-intent, purchase-ready audiences that most agencies are dramatically underutilizing. These platforms sit at the bottom of the funnel by design, reaching consumers at or near the point of purchase, making them exceptionally efficient for e-commerce conversion goals. First-party data from retailers gives advertisers signal quality that cookie-dependent platforms simply cannot match in a post-third-party-cookie world. Budget diversification across retail media channels reduces over-reliance on Amazon and Google, improving margin and competitive positioning. Paid media managers who build fluency in these platforms now will have a measurable advantage as the retail media market approaches $60 billion in U.