From Complexity to Commerce: How Retail Media Scales on Trust

Retail media is one of the fastest‑growing revenue opportunities in marketing—but for large enterprises, it starts with complexity: multiple brands, shared loyalty programs, legacy stacks, and rising expectations for transparency and control.

In this session, OneTrust CMO Michael Schanker and Canadian Tire Corporation SVP Simone Lumsden show how consent and preferences become the control layer that lets retail media scale. Learn how CTC activates consented first‑party data across loyalty and retail media networks, integrates with Adobe Real‑Time CDP, and enables clean room collaboration to drive higher‑value audiences, closed‑loop measurement, and new monetization.

The takeaway: trust‑based data isn’t overhead—it’s revenue infrastructure for modern martech stacks.

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Industry : Financial Services , Healthcare and Life Sciences, Media, Entertainment, and Communications, Retail

Technical Level: Beginner to Intermediate

Track: Customer Data Management and Collaboration, Orchestrating Experiences with AI Agents

Content Category: Thought Leadership

Audience : Advertising Marketer, Campaign Marketer, Developer, Analyst, Digital Marketer, Channel Marketer, Marketer, Web Analyst, Product Manager, Content Manager, UI/UX Designer, IT , Martech Professional, AI Strategy/Technology