Commerce media has become one of the fastest-growing pillars of digital advertising, but most companies are still years away from fully capitalizing on it, according to a new study
commissioned by Koddi and conducted by Forrester Consulting.
Although 42% of organizations believe their programs are “operationalized or advanced,” only 13% meet the criteria of a true trailblazer when evaluated across strategy, technology, measurement and operations, according to the 788-respondent survey that spans retail, financial services, travel, transportation and logistics, real estate, QSRs and automotive markets in North America and Europe.