Forrester

For Marketing Leadership Professionals

Blog:Storytelling And The Last Milliseconds

Last week, I participated in AdExchanger’s first-ever conference, which focused on the overall theme of “human-centered automation.” As a human who’s spent the past five...

For Marketing Leadership Professionals

Report:2012 Interactive Marketing Predictions

Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...

• Downloads: 1675

For Marketing Leadership Professionals

Tool:Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Report:Case Study: HP Deploys A DMP To Harness Audience Data

Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data...

• Downloads: 375
• Rating:

For Marketing Leadership Professionals

Report:Online Advertising Data Compliance Matters

Implement Self-Regulation For Behavioral Targeting To Protect Your Brand

An industrywide effort is underway to implement self-regulation of targeted display ads to ease consumer and governmental privacy concerns. Clear compliance requirements have been outlined by the...

• Downloads: 368

For Marketing Leadership Professionals

Report:The Future Of Digital Media Buying

Vision: The Digital Media Buying Playbook

Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship-marketing tactics and opaque ad networks with programmatic...

• Downloads: 2092

For Marketing Leadership Professionals

Blog:Looking Forward To A World Ruled By The Viewable Impression

Ad impressions will drop by 50% or more. CPMs will increase commensurately. ComScore 500 publishers will finally get the respect they deserve and recapture market share from their junky ad network...

For Marketing Leadership Professionals

Report:Scale Success with Programmatic Multichannel Media Buying

Continuous Improvement: The Digital Media Buying Playbook

This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...

• Downloads: 368

For Marketing Leadership Professionals

Report:When And How To Run A DSP Head-To-Head Test

Follow These Simple Rules To Set Yourself Up For Success

Digital media buyers are hungry for tools that make buying, management, and optimization simpler. Enter demand-side platforms (DSPs). DSPs improve the complex media buying technology stack by...

• Downloads: 287

For Marketing Leadership Professionals

Tool:Take This Diagnostic To Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Blog:What I Learned In Singapore About The State Of Digital Marketing, And What YOU Can Do About It

I am back stateside after last week’s trip to Singapore for Microsoft’s audience targeting event, and I’m still recovering. Not only am I (slowly, painfully) readjusting to...

For Marketing Leadership Professionals

Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell

CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...

• Downloads: 171

For Marketing Leadership Professionals

Report:Campaign Verification Pulls Back The Curtain On Display

Many online marketers are paralyzed by the murky unknown of the online display market. In a recent survey, we found that 51% say they are likely to simply continue buying the online media that they...

• Downloads: 249

For Marketing Leadership Professionals

Report:Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...

• Downloads: 964

For Marketing Leadership Professionals

Blog:Attribution Move Shows Facebook Is (Finally) Listening

Is Facebook finally getting over itself? Or, rather, is Facebook actually starting to realize that its place in the advertising ecosystem is just that – a place – not the whole answer,...

For Marketing Leadership Professionals

Report:Digital Media Buying Forecast, 2012 To 2017

Landscape: The Digital Media Buying Playbook

Interactive display marketing investment will grow at a compound annual rate of 17% in the United States between 2012 and 2017, while Europe's will grow slightly more slowly. Double-digit growth...

• Downloads: 1174
• Rating:

For Marketing Leadership Professionals

Report:Making Sense Of The Digital Media Buying Platform Landscape

The days of the fun — but not very efficient — three-martini lunch are waning. A new breed of technology-centric tools and processes, such as those found in demand-side platforms (DSPs),...

• Downloads: 569

For Marketing Leadership Professionals

Blog:Yahoo Sprays “Network B Gone” On Class II Inventory And Classically Stumbles: Good Idea, Bad Delivery

It started with the retargeters. A couple weeks back, Yahoo decided to shut off stand-alone retargeters, like Criteo and Dotomi, who were sourcing cheap Yahoo inventory just to resell it at much...

For Marketing Leadership Professionals

Report:Building A Better Digital Media Strategy

Strategic Plan: The Digital Media Buying Playbook

Moving to greater digital media buying maturity requires a plan that improves your practice across all four foundational pillars of maturity over the long term: organization, planning and execution,...

• Downloads: 472
• Rating:

For Marketing Leadership Professionals

Report:How To Defuse Digital Marketing Privacy Concerns

Stay Ahead Of Privacy Legislation By Creating A Value-For-Data Exchange

Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is...

• Downloads: 371

For Marketing Leadership Professionals

Report:Remarketing Done Right

Maximize Display Effectiveness By Optimizing Your Approach

New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

• Downloads: 647
• Rating:

For Marketing Leadership Professionals

Report:The Forrester Wave™: Demand-Side Platforms, Q4 2011

MediaMath, Turn, and DataXu Vie For Top Honors

In Forrester's 48-criteria evaluation of demand-side platform (DSP) vendors, we found that MediaMath, Turn, and DataXu led the pack because of the breadth of their media access, the depth and acumen...

• Downloads: 1016

For Marketing Leadership Professionals

Report:Create An Audience-Obsessed Digital Media Buying Practice

Executive Overview: The Digital Media Buying Playbook

Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time technologies. Participants...

• Downloads: 392
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Report:Align Search And Display For Better Results

Interactive marketers should integrate their search and display media. These channels have a natural affinity: Many marketers already use both channels and user experiences of search and display now...

• Downloads: 606

For Marketing Leadership Professionals

Report:Best Practices For Display Marketing

Processes: The Digital Media Buying Playbook

As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...

• Downloads: 365
• Rating: