As retail media networks expand quickly, accounting for nearly 25% of U.S. media spend by 2028, advertisers face challenges in transparent negotiations, particularly in JBP processes. Retailers like Walmart are seen shifting from trade dollars to media dollars, leading to increased pressure on marketers to justify ad spending without clear return on investment or measurement standards. This has led some clients to withdraw from commitments, illustrating a growing concern over perceived exploitation during negotiations.
I've had two clients walk away from JBPs this year with Walmart because they felt that they got so shook down... For my business, I don't know that you can deliver that much more for me to commit.
Advertisers say they are pressured to justify an increased spend without incremental return on investment or standardization in measurement.
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