Manny and Joe break down eMarketer's Commerce Summit findings: in-store retail media won't hit $1B until 2028—that's just 1% of total spend despite 80% of sales happening in physical stores. The gap? Measurement infrastructure. While Amazon dominates with 79% of retail media dollars, forward-thinking retailers are instrumenting stores with spatial analytics to prove incrementality before agentic AI makes them commodity fulfillment centers. Plus: why hiding products behind digital screens is definitely NOT the future of retail media.