Advertisers Demand Faster Audience Fulfillment, Premium Pricing for Commerce Media Networks
Event summary
- 86% of advertisers would cut spending or leave a network partner due to slow audience fulfillment.
- 85% would pay a premium for same-day audience fulfillment.
- 95% say access to more audience segments would increase their spending.
- 32% have reduced or paused investments due to difficulty proving ROI to leadership.
- Gopuff expanded audience segments from 100 to 600 using GrowthLoop's solution.
The big picture
The study highlights a critical shift in advertiser priorities toward speed and flexibility in commerce media networks. As brands allocate significant budgets to these platforms, the ability to deliver custom audiences quickly and prove ROI will determine which networks capture long-term spend. GrowthLoop's findings suggest that composable, AI-powered solutions like its own may become table stakes in an increasingly competitive market.
What we're watching
- Speed vs. Scale
- How commerce media networks will balance faster audience fulfillment with expanded segment offerings to retain advertiser budgets.
- ROI Measurement
- Whether improved incrementality measurement will drive larger shares of digital budgets to retail and commerce media networks.
- Premium Pricing
- The pace at which advertisers will adopt premium pricing for same-day audience fulfillment and self-service tools.