25 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Organizational & People Challenges Retailers lack the resources and expertise needed to drive effective commerce media outcomes and struggle to prove their value. “Which of the following organizational/people does 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 53% 53% 58% 61% My organization lacks sufficient buy-in to grow its commerce media program. The management of my organization’s commerce media program is fragmented across disparate teams. My organization struggles to prove the value of commerce media to brands and to help them rationalize commerce media within their overall mixes. My organization doesn’t have enough headcount.
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