46% of Brands Now Tie Increased Commerce Media Spend to Proven ROI, SMG and IAB Find
By Paid Media NewsReported by Paid Media News
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Research
TLDR
An SMG and IAB study finds 46% of brands increase commerce media spending based on proven ROI, though reporting and campaign workflows remain fragmented.
According to research by SMG and IAB, 46% of brands tie increased commerce media spending to proven ROI. The study also reveals that only 14% start campaigns from a single brief, while 34% consider reporting the least-connected element of their strategy, highlighting gaps between retail media networks and agencies in workflow alignment.
Topics:Paid Search & Advertising
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