16 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12% 31% 59% 90% Separate dedicated budget National media (e.g., TV, radio, print but not digital advertising) budget Digital media (e.g., social marketing, search marketing) budget Existing shopper/trade marketing budget Today, advertisers mainly pay for commerce media with existing digital media, trade marketing, and shopper marketing budgets. Very few have separate dedicated budgets. “How are your organization’s advertisers most commonly sourcing their budgets for commerce media today?” Source: A commissioned study conducted by Forrester Consulting on behalf of PubMatic, August 2023 Base: 309 commerce media strategy decision-makers at retail and/or travel organizations based in the US and the UK High-success orgs are twice as likely to work with buyers with access to a dedicated commerce media budget, although percentages are still low. 8% 16% Separate dedicated budget High Success Low Success
RkJQdWJsaXNoZXIy MTUxNzA5OQ==