As economic uncertainty and new tariffs loom, brands are growing increasingly cautious about locking into joint business planning (JBP) commitments with retailers. Agency leaders, including Left Off Madison’s Boris Litvinov, warn that rising pressure for higher retail media spend—paired with lingering concerns over transparency, measurement, and flexibility—is pushing marketers to hedge their bets. The result: more guarded negotiations, shorter commitments, and a growing reluctance to put all media dollars into any single retail basket.

With more than 200 retail media networks competing for finite budgets, agencies are warning brands that a retail media reckoning may be coming. Rising CPMs, pressure for larger spend commitments, and unclear incremental returns are forcing marketers to question whether RMNs still justify the investment—prompting some, like indie agency Left Off Madison, to caution against “blind faith” spending until performance and differentiation are proven.

As retail media networks multiply, brands are facing mounting pressure to spend more to protect shelf space and retailer relationships. What was once a media choice is increasingly a negotiation lever, with RMN commitments implied as the cost of doing business. As Left Off Madison president Boris Litvinov notes, the dynamic can feel like “double dipping,” forcing brands—especially smaller ones—to question whether retail media is delivering incremental value or simply acting as an added tax on growth.