Key stat: 28% of retail commerce media decision-makers in North America and Europe say they review and approve creatives manually but lack automation or dynamic capabilities, according to November 2025 data from Koddi and Forrester Consulting.

Beyond the chart:

• Over half (54.3%) of US B2C and agency marketers say programmatic creative falls short due to assets not being updated frequently enough, found June 2025 data from TripleLift and EMARKETER.
• Nearly as many (51.8%) say they don’t produce enough versions to match different audiences, contexts, or formats.

Use this chart: Creative and marketing leaders can use this data to benchmark their current operations and make the case for automation investments. If you're still managing creatives manually, consider piloting dynamic creative optimization (DCO) tools or centralized creative management platforms to increase agility, especially in fast-moving retail media environments.

Related EMARKETER reports:

• Retail Media Networks: Trends, Benchmarks, and Leadership in 2025 (EMARKETER subscription required)
• What the Rise of GenAI Assistants Means for Retail Media (EMARKETER subscription required)

Methodology: Data is from the November 2025 Koddi and Forrester Consulting report titled, "All Commerce Media Playbook: How Networks Across Industries Can Advance." 788 decision-makers responsible for commerce media strategy and execution across retail, financial services, travel and hospitality, transportation and logistics, real estate and home services, quick service restaurants (QSRs), and automotive sectors in North America and Europe (France, Germany, and the UK) were surveyed during July 2025. Respondents held senior roles at the director, vice president, or C-suite level.