21 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Low-success retailers are more likely to fall short with their ability to scale and provide sufficient inventory, which damages the buyer experience. “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?” (Showing percent falling short) 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 50% 52% 60% 61% 62% 63% 68% 70% 76% 45% 45% 46% 43% 36% 45% 48% 34% 7% Ability to measure in real time Ability to give advertisers data about industry total impressions Diversity of media formats Ability to report to advertisers in real time Buying experience for advertisers Ability to measure cross-channel sales attribution Breadth of available inventory Scaling across advertisers Return on investment (ROI) for commerce media strategy High Success Low Success
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