As retailers increasingly monetize their platforms through advertising and data selling, joint business plans (JBP) have emerged as critical tools for negotiations. Hillary Kupferberg from Exverus Media explains that JBPs serve as strategic agreements that facilitate alignment and accountability, ensuring that both parties capitalize on their partnerships. The discussion also touches on Google's changing landscape regarding third-party cookies and ongoing antitrust situations, highlighting the complexities and evolving nature of retail media dealmaking. This evolution necessitates a collaborative approach with media agencies for optimal outcomes.
A joint business plan (JBP) is a strategic agreement between two parties, crucial for alignment and accountability in retail media negotiations.
The retail media network boom is reshaping ad space deals, with partnerships evolving to maximize internal connections and media investments.
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