5 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 87% say their organization needs high-margin income from advertising to support its overall business. 87% say times of economic uncertainty have increased their organization’s urgency to diversify its revenue streams. 87% say the first-party data retailers collect has more value today than ever before. 86% say customers want and expect more personalized advertising and shopper experiences than they did in the past. Retailers are feeling the need to adapt by diversifying their revenue streams and creating more personalized customer experiences. The retail landscape is evolving … 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 based in the US and UK
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