Brands face mounting pressure to improve return on ad spend and customer acquisition, but rising costs, fragmented data and measurement challenges continue to limit the impact of offers, rewards and loyalty initiatives.
Growth priorities for marketing leaders in offers and rewards heading into 2026, commissioned by Mastercard and conducted by Forrester, explores the top challenges, priorities and opportunities marketing leaders see for driving growth in 2026 — including the emerging role of retail media networks and advanced analytics in reaching high-intent audiences and navigating a privacy-first, data-driven landscape.
Key findings include:
84% of surveyed marketing leaders are actively seeking new acquisition channels — with audience quality and brand safety as top criteria
72% of marketing leaders say limited resources are holding back their offers, rewards and loyalty campaigns
78% of marketing leaders say clean first-party data and robust measurement capabilities are critical priorities for unlocking the full potential of retail media networks
Download this study to benchmark your approach, learn from the latest industry data and set your organization up for success in 2026.
