— RESEARCH

Insights for Loyalty Ecosystems

Industry research from BCG, EMARKETER, and leading analysts on the growth of commerce media networks — and why non-retail enterprises with first-party loyalty data are best positioned to capture the next wave.

All Commerce Media Playbook: How Networks Across Industries Can Advance
Maturity Benchmark, Travel, Financial Services Joe Fitzgerald Maturity Benchmark, Travel, Financial Services Joe Fitzgerald

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

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