The study, conducted by GrowthLoop and Ascend2, surveyed nearly 300 marketing professionals in the U.S. and Canada, revealing a market where speed is the primary currency. While 85% of respondents plan to increase their commerce media budgets, they are increasingly intolerant of operational friction. Nearly all surveyed professionals indicated they would boost spending if provided with more audience segments, and 85% confirmed they are willing to pay a premium for same-day fulfillment.
In section Releases
Retail Media Networks Face Budget Cuts Over Slow Audience Fulfillment
Eighty-six percent of advertisers are ready to abandon retail media network partners if audience fulfillment remains sluggish, according to the 2026 Commerce Media Investment Index. As competition intensifies, the ability to deliver rapid, high-quality segments has shifted from a competitive advantage to a baseline requirement for retaining marketing spend.
Data latency remains a significant pain point for the industry. Nearly half of advertisers report waiting at least one week for post-campaign performance data, leaving only 32% able to use those insights to optimize future targeting. This disconnect forces many to reconsider their partnerships, with 32% of advertisers already having paused or reduced investment due to the difficulty of proving ROI to leadership. For networks aiming to capture a larger share of digital budgets, the solution lies in adopting warehouse-native stacks—a strategy already utilized by platforms like Gopuff to scale audience segments and accelerate activation cycles.
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