All Commerce Media Playbook: How Networks Across Industries Can Advance

Forrester Consulting's cross-industry analysis (commissioned by Koddi) benchmarks commerce media maturity across seven verticals including retail, travel, financial services, and automotive. The study finds that while 42% of respondents self-report as advanced, only 13% meet Forrester's criteria for true 'trailblazer' status. Travel and hospitality networks show just 8% trailblazer classification. Only 12% of networks can seamlessly activate and measure campaigns across on-site, off-site, and in-store environments.

Key Data Points

• Only 13% of commerce media networks qualify as 'trailblazers' across strategy, technology, measurement, and operations

• Travel and hospitality networks show just 8% trailblazer classification — the lowest of all verticals

• Only 12% of networks can seamlessly activate and measure across on-site, off-site, and in-store