Retail media has long held a data advantage over most other advertising channels. Purchase signals, household-level transaction history, SKU-level behavior – the raw material for precision targeting has always existed within the channel. What’s taken longer to build is the infrastructure to put that data to work to not only measure performance, but to enhance it. The signal problem Delivery pacing, audience reach, and frequency are visible to media teams while campaigns are in flight, and optimizations happen against those signals routinely. Where the channel has historically fallen short is in connecting those in-flight decisions to actual purchase behavior – not just reporting on it, but feeding it directly into the optimization layer in a way that’s automated and continuous.