Where Does the Next Dollar Come From? This session at the Path to Purchase Insti
By Todd Hassenfelt · June 4, 2026 · Curated by George's Blog
Where Does the Next Dollar Come From?
This session at the Path to Purchase InstitutePath to Purchase Institute Retail Media Summit 2026 focused on a question every brand, retailer, and media network is asking:
“Where does the next dollar come from?”
A few ley themes and slides from Keen Decision SystemsKeen Decision Systems and Junction 37Junction 37:
🔹 Smaller brands remain under-penetrated. Many challenger brands still have significant whitespace opportunities.
🔹 Retail media’s share of total media budgets continues to climb.
Retail media growing from roughly 25.9% to 29% of media investment.
🔹 Optimization remains a growth lever.
Many organizations are still refining how they allocate spend across retailers, audiences, and objectives. Brands are slow to adjust their spend patterns.
🔹 Top of funnel Retail Media ROI showing higher than traditional media ROI, but lower funnel Retail Media behind both (even with Trade Spend ROI).
#retailmedia #decisions #momentum