Retail media is one of the fastest-growing channels in modern marketing, but it has a significant blind spot. While investment pours into digital and in-store activations, nearly half of the purchase journey happens at home, where decisions are made, inspiration is found, and intent is formed. That's where direct mail has a powerful and largely untapped role to play. Using a live, real-world project as a case study, this session explores why print is being overlooked in the retail media boom, the barriers holding it back, and how PSPs can reposition themselves not as suppliers, but as essential parts of a scalable, data-led media infrastructure. The takeaway is both practical and provocative: how to identify new revenue opportunities by thinking beyond print as a product, and embracing it as a channel within modern, omni-channel campaigns.