Why Read This
As more and more marketing leaders buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build a solid approach to digital buying or a conductor who embraces a data-driven, audience-centric, multichannel model, this topic overview, part of the digital media buying playbook, will provide you with a collection of digital media buying best practices and reports to help you move from plan to action. This report was originally released to clients on October 25, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy. We are now updating it with new examples.