'We've got to call their bluff': Amidst retail media spend scrutiny, advertisers pull out of negotiations

As retail media network expenditure expands within the $140 billion global sector, concerns about transparency in joint business planning (JBP) are rising. Some advertisers have begun withdrawing from negotiations, feeling pressured to increase spending without clear returns or consistent measurement. With retail media networks anticipated to account for nearly a quarter of US media spending by 2028, the complexities in negotiating with these giants highlight the ongoing struggles advertisers face to balance investment with expected outcomes.

I've had two clients walk away from JBPs this year with Walmart because they felt that they got so shook down.

Advertisers say they are pressured to justify an increased spend without incremental ROI or standardization in measurement.

Read at Modern Retail