As if the retail media boom isn’t under enough scrutiny, new tariffs and talk of a potential economic recession have sparked more questions about the negotiation process that is known as joint business planning (JBP).
Already, some advertisers have started to walk away from the negotiation table with retailers, citing concerns over transparency, standardization and measurement. Now, as economic headwinds threaten consumer spending, and in turn marketing budgets, agency execs say brand clients are more hesitant than ever to sign JBP commitments.
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