WTF are JBPs and why do we use them in retail media, with Exverus Media’s Hillary Kupferberg

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In the age of the retail media network boom, retailers have been all too happy to strike a deal with marketers, selling off ad space on their own platforms and audience data for ads on third-party platforms. The question is, in a vertical that’s growing at breakneck pace, how are these deals being struck? The answer is found in the joint business plans and partnerships (JBP) planning commitments.

For this episode of the Digiday Podcast, Hillary Kupferberg, vp of performance marketing at Exverus Media, joins co-host and senior marketing reporter Kimeko McCoy to breakdown what exactly a JBP is, how it’s negotiated and how JPB negotiations come to life in retail media dealmaking. 

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