9 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Return on investment for commerce media thus far has been great, although there are varying levels of success. “Thus far, how has your organization’s return on investment (ROI) for its commerce media network compared to your expectations?” Base: 257 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 In this study, we will compare retailers with “high success” in commerce media to those with “low success” to better understand what a mature commerce media program looks like. What separates organizations that are already thriving from those that are just beginning their commerce media journeys? 1% 4% 28% 46% 22% ROI has far underperformed expectations. ROI has somewhat underperformed expectations. ROI has met expectations. ROI has somewhat exceeded expectations. ROI has far exceeded expectations. High Success Medium Success Low Success
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