34 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. What capabilities do retailers look for in their technology partners? 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 “How important are/were each of the following when evaluating commerce media technology providers?” 70% 71% 72% 72% 73% 74% 77% 77% 81% Clean room capabilities Bundled services Flexibility of buying mechanisms Transparency of pricing Technology integration level Time-to-monetization Omnichannel reporting Consistent shopper identity Data privacy Somewhat/Very important say their organization needs a unified auction solution across its properties to drive monetization and acquisition across multiple tactics and data sets. 86% Data privacy is top of mind … … as are unified auction solutions, flexibility, customization, and scalability. say their organization needs a flexible yet custom commerce media network solution that provides seamless CX to drive multiple tactics in one place. 82% say their organization would like a tool to enable advertisers to buy across retailers because it is too small to scale. 81%
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