23 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Technology Challenges The current technology retailers use for their commerce media networks (often a combination of point solutions and repurposed tech) falls short of their needs. “Which of the following technology challenges does your organization face with its commerce media network?” 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% 53% 54% 57% 58% 61% 61% It’s challenging to bring my organization’s commerce media tech stack in-house. My organization’s commerce media tech stack does not have good user experience and/or is difficult to use. My organization’s technology does not interface well with demand-side platforms. My organization’s technology is disparate and siloed. My organization’s technology does not provide enough flexible buying mechanisms with regard to data usage. My organization’s technology does not provide a great onsite consumer experience (e.g., latency). My organization’s technology does not provide centralized reporting and optimization levers.
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