© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Advertisers want more transparency than retailers want to offer when it comes to first-party data. “To what extent do you agree with each of the following statements regarding firstparty data use within your organization’s commerce media network?” The balance with this data can be challenging, and this may inhibit the ability to unlock dedicated budgets and incremental funds. This conflict, among others, creates friction in the relationship with advertisers. Advertisers want transparency with first-party data. Advertisers demand more transparency with first-party data than my organization wants to offer. 87% 92% My organization prefers to limit advertisers’ use of first-party data to onsite placements. 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 85% There is significant tension between my organization and our advertisers. 51%
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