As retail media continues to accelerate, in-store environments are rising to the top as one of the most impactful touchpoints for brand influence. The opportunity is massive, but so is the need for precision: the right message, in the right format, at the exact point of decision. This fireside will unpack new data-backed insights into how shoppers actually behave inside the store and what that means when building effective retail media plans. Drawing from the latest research by CMX, the insights shared will illuminate the creative principles that shift the shopper mindset, the formats that spark measurable action, and the strategic levers that turn in-aisle moments into incremental sales.