‘We’ve got to call their bluff’: Amidst retail media spend scrutiny, advertisers pull out of negotiations (DIGIDAY)

By Kimeko McCoy. As ad spend in the fast-growing retail media network ecosystem continues to grow, marketers and media buyers are increasingly concerned about the transparency in negotiations, otherwise known as the joint business planning (JBP) process. In response, some advertisers are pulling their ad dollars and walking away from the negotiation table. […]