Only 12% of advertisers have dedicated commerce media budgets

Stephen Whiteside

Around one in ten advertisers have a dedicated budget for commerce media, such as retail ad networks, a study has found.

Spending by brands on commerce media, including retail ad networks, is primarily being taken from existing shopper, trade and digital budgets, a study has found

Forrester Consulting was tasked by ad-tech company PubMatic to survey 309 decision-makers in the UK and US involved in commerce media – defined as advertising that draws on retail data, and that features on retailer and publisher sites across the open internet – at retail and/or travel organizations generating $500m+ in annual revenue.

When asking how advertising clients were sourcing the funds for this activity, it learned that “very few” brands, on 12%, currently...

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