10 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. High-success retailers are more focused on improving relationships with suppliers and consumers and monetizing first-party data. Low-success organizations are more focused on finding revenue streams or they are just piloting commerce media. “Which of the following are motivating factors behind your organization expanding its use of commerce media?” 42% 65% 54% 56% 62% 61% 32% 57% 70% 73% 77% 80% My organization is experimenting with commerce media, and it may or may not be a long-term strategy. My organization wants higher margins or incremental revenue opportunities. My organization wants to deepen its relationships with consumers. My organization wants to get more from its loyalty program. My organization wants to deepen its relationships with suppliers. My organization wants to better monetize its first-party data. High Success Low Success Base: 309 commerce media strategy decision-makers at retail and/or travel organizations based in the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of PubMatic, August 2023
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