Retail media networks are on track to claim nearly a quarter of all U.S. media spend by 2028, yet advertisers are increasingly questioning the transparency of the joint business planning (JBP) process. According to Digiday’s Kimeko McCoy, some are even walking away, unwilling to commit to rising ad spend without clear ROI or standardized measurement. As brands navigate negotiations, many feel pressured to increase budgets year-over-year or risk losing valuable shelf space. This lack of transparency isn’t just a Walmart issue; advertisers are pushing back across multiple RMNs, including Amazon. However, with more than 250 retail media networks in the mix, the challenge is reshaping the industry to negotiate better deals AND prioritize accountability. https://lnkd.in/gVethB9F
