© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. The majority of organizations fall short of where they need to be with their commerce media strategies. Top challenges fall under three main categories: 1. Inability to scale and sufficient inventory 2. Providing advertisers with positive buying experiences 3. Being able to measure and provide data to advertisers 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 “To what extent do you feel your organization’s current commerce media offerings fall short of where you believe they need to be for success?” 43% 53% 53% 54% 55% 55% 55% 56% 57% Return on investment (ROI) for commerce media strategy Diversity of media formats Ability to report to advertisers in real time Ability to give advertisers data about industry total impressions Scaling across advertisers Ability to measure cross-channel sales attribution Ability to measure in real time Buying experience for advertisers Breadth of available inventory Fall somewhat/significantly short of where we need to be
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