Beyond Ad Spend: Why JBPs Are the New Currency

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Joint business plans are quietly redefining how brands and retailers negotiate value in retail media’s billion-dollar boom.

As retail media networks (RMNs) continue their rapid ascent, the behind-the-scenes mechanics shaping these high-stakes deals are getting more complex—and strategic. At the center of it all is a tool once reserved for trade marketing: the Joint Business Plan, or JBP.

Far from just another acronym, JBPs have become essential in aligning the interests of retailers, brands, and media agencies. In a retail media context, they’re evolving into hybrid commercial agreements that go beyond ad budgets to define access, innovation, and strategic value. “Everything’s on the table,” says Hillary Kupferberg, VP of performance marketing at Exverus Media, who shared insights on the Digiday Podcast. That includes first looks at emerging ad formats, preferred access to data, and customized measurement solutions.

The surge in JBP use signals a shift away from transactional media buying toward deeper, more symbiotic relationships. It’s not just about buying shelf space on a website anymore—it’s about co-developing the shelf itself. The payoff? Competitive advantage, clearer KPIs, and greater leverage in a fast-crowding market.

With retailers like Walmart and Amazon effectively becoming media companies, and brands facing pressure to deliver accountable growth, JBPs provide a shared roadmap—ensuring media investment aligns with business outcomes. The most successful JBPs aren’t just commercial—they’re collaborative.