James Avery sits down with Austin Leonard, VP and General Manager of DG Media Network, to break down how Dollar General is transforming America’s general store into a retail media juggernaut. With more than 21,000 physical locations deeply embedded in rural and suburban communities, Dollar General reaches a critical shopper base that traditional digital platforms often miss. Austin shares the inside story of building the network from a strong foundation of traditional shopper marketing and offsite tactics to a rapidly growing, omnichannel digital business driven by a massive rollout of same-day delivery. The conversation covers DG Media Network's pioneering first-of-its-kind partnership with The Trade Desk to seamlessly unify onsite and offsite programmatic buying, their major expansion into AI-powered in-store audio with QSIC, and why providing outcome-based measurement and true incrementality is the ultimate key to unlocking national media dollars. Austin challenges the industry's default playbooks, explaining why successful retail networks must ditch copy-paste roadmaps, start directly with customer behavior, and scale specialized tools that protect both the shopper experience and brand yield.