Mid-Market Ecommerce Directors - Retail Media Access & Affordability

At a recent event, an ecom director from a premium electronics brand asked me a question I didn't have a good answer for. Her brand is distributed at Best Buy, Walmart, Target, and Amazon. Hot category. Real budget (call it mid 6-figures) — but not enterprise-sized. She told me she can't afford most of what Roundel offers. That Walmart Connect had pitched her an in-store activation that would cost half her annual marketing budget. She's tapped out of what sponsored ads can do for her. And she wants to build her brand through retail media. But she's still sitting at the kid's table. Is this really the state of mid-market access to retail media in 2026? I want to hear from you: where does the problem actually sit? Or does she just need to wait for her dreams to catch up to her budget? I'll synthesize the responses in a follow-up Retail Media Breakfast Club piece.