Consumer brands are spending more on retail media, but that means they are spending less on trade funds. Trade funds are lucrative profit drivers, and few retailers can afford to lose out on these dollars. That puts multicategory, multibrand retailers such as grocers, convenience stores, and mass retailers in a tough position: They must exchange trade for retail media (which comes at a cost) or significantly change their e-commerce operations to attract new dollars. This report reviews how to balance trade funds and retail media going forward.