30 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Going forward, organizations are looking to change the way they are handling their tech either by moving it in-house or switching partners. Either way, the message is clear: Retailers feel they need more out of their commerce media technology. 25% 42% 43% 46% 47% 47% 49% 51% Run UX studies on ads Deepen partnerships with agencies Host user events to get advertisers together to share best practices and to be a thought leader Have more partnerships with media companies to attract upper-funnel campaigns Gain greater focus on nonendemic brands Add additional ad placements, including offsite and in-store placements Switch technology providers Bring the organization’s commerce media tech stack inhouse 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 “What does your organization plan to change about its commerce media strategy going forward?”
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