11 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. High-success organizations are considerably more effective in three core components of commerce media strategy: “To what extent do you agree with each of the following statements?” (Showing percent “Agree/completely agree”) 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 81% 77% 79% 91% 91% 95% My organization is able to effectively balance first-party data monetization with CX. My organization is able to prove the incrementality of spend within its commerce media network. My organization currently has the necessary resources and partners in place to meaningfully scale its commerce media program. High Success Low Success 1. Securing the necessary resources and partners to scale 2. Ability to prove ROI 3. Ability to balance monetization with CX
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