Speaker Biography
Joanna O'Connell
Principal Analyst
Sessions Featuring This Speaker
Forrester's Customer Intelligence Forum 2012
04/18/2012
03:50 PM - 04:35 PM
The Future Of Digital Media Buying
Digital media buying is undergoing a dramatic transformation — traditional relationship- and price-based media negotiations are being replaced by programmatic buying and audience targeting, giving interactive marketers what they crave — better targeting, less waste, more efficiency, and better results. Those who don't take active role in managing this new form of media buying will pay the price, either by dealing with inefficient buyers reluctant to change or by ceding control to partners without understanding their methodologies. In this session, you'll learn:
- What's driving the profound changes taking place in media buying.
- How to make sense of the sea of new acronyms: DSP, DMP, ATD, and more!
- How to get started in testing into the new programmatic buying opportunity.
Research Focus
Joanna serves Marketing Leadership Professionals and covers display marketing, ad targeting, optimization, and measurement. She focuses specifically on marketer and vendor best practices in using display and measurement technologies and tactics, as well as how to optimize results over time.
Joanna joined Forrester in July 2010.
Previous Work Experience
Joanna has more than 10 years of experience in the marketing leadership industry. She started at Avenue A in New York and was a founding member of Razorfish's ATOM Systems agency trading desk. Most recently, she ran brand relations for the Audience on Demand practice at VivaKi, helping advertising clients target and optimize broad-reaching interactive campaigns. Joanna has been a frequent panelist at industry events including OMMA AdNets and BlueKai, TARGUSInfo, and Nielsen data summits.
Education
Joanna graduated from Vassar College with a B.A. in psychology. She was a member of Phi Beta Kappa and graduated with departmental and general honors.