© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Retailers struggle to improve their commerce media networks without the resources they need. Organizations are particularly held back by a lack of the knowledge, and they support needed to improve their commerce media. They don’t feel like their tech partners are supporting them here. 16% 28% 29% 31% 32% 33% 37% 41% Lack of budget Too small of an organization to have more of an impact Proving the value of retail/commerce media to advertisers Lack of site and app traffic to warrant onsite monetization Lack of executive support Lack of internal capabilities/resources Lack of support from ad tech vendors/partners Lack of understanding of best practices “What barriers have held your organization back as it has worked to improve/implement its commerce media network?” 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 in the US and the UK
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