© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Retailers have been able to turn this demand into a reasonably large increase in revenue, but there is still significant work to be done. 12 months ago 1.51% Today 1.91% 12 months from now 2.66% Ideal 4.37% “What percentage of your overall revenue comes from commerce media ads today? What would you expect this percentage to be 12 months from now? What percentage was it 12 months ago? What percentage would you ideally like it to be?” Source: A commissioned study conducted by Forrester Consulting on behalf of PubMatic, August 2023 Base: 190 commerce media strategy decision-makers at retail and/or travel organizations based in the US and the UK
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