ExchangeWire：2023年欧洲商业媒体的演变分析报告（英文版）（27页）.pdf

1、Published January 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright

2、 ExchangeWire L|Mat Broughton Senior Editor,ExchangeWireIn association withThe Evolution of Commerce Media in Europe2/27In association with:Published January 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,inc

3、luding photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive summary 2Key definitions 3Key findings 4Methodology 5Commerce media revenue 6Change in commerce media revenue in next 12 month

4、s 9Drivers and barriers to commerce media investment 11 Drivers for commerce media investment 12 Barriers against commerce media investment 15 Concerns with granting advertisers access to customers 18Retailer attitudes to third-party commerce media technologyproviders 20 Openness to partnering with

5、third-party technology providers for commerce media efforts 21 Factors for third-party selection 23 Looking to the future 24Acknowledgements 27About PubMatic 27About ExchangeWire 27Executive summaryCommerce media has undoubtedly been one of the most eagerly-discussed emerging sectors in the advertis

6、ing industry over the course of last year.Global and local brands are keenly exploring how to advertise through the channel,given that it offers marketers a method of meaningfully demonstrating return on investment(ROI),thus fulfilling the“closing of the loop”between media spend and actual sales dat