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Joanna   O'Connell

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell's Research

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  • For B2C Marketing Professionals

    REPORT: Now Tech: Creative Advertising Technologies, Q2 2020

    Forrester's Overview Of 23 Creative Advertising Technology Providers

    May 15, 2020Joanna O'Connell

    You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use this report to understand the value they can expect from a creative adtech provider and to select one based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward

    Assessment: The Omnichannel Advertising Playbook

    April 10, 2020Joanna O'Connell, David Novitzky

    B2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity needed to master both of these. To move up in the omnichannel advertising maturity ranks, marketers can take a self-assessment to see how they stack up across six key competencies. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

    Right The Unbalanced Ad Ecosystem By Delivering Value To Consumers

    April 7, 2020Joanna O'Connell, Sarah Dawson

    In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening advertisers' and publishers' livelihood. This research explores what the imminent future of advertising looks like and what it means for B2C marketers over the next three to five years.

  • For B2C Marketing Professionals

    REPORT: Today's Fragmented Media Landscape Makes Omnichannel Advertising A Must

    Landscape: The Omnichannel Advertising Playbook

    February 4, 2020Joanna O'Connell, Brandon Verblow

    B2C marketers face the challenge of delivering business value and providing consumers with great marketing experiences — and advertising experiences as well. But while consumers' rapidly evolving media consumption behavior offers brands opportunity, it also adds complexity. This report outlines what current consumer media consumption and ad spend trends mean to help brands navigate how to best rethink their own media mix to maximize advertising's impact.

  • For B2C Marketing Professionals

    REPORT: Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

    Roadmap: The Omnichannel Advertising Playbook

    February 3, 2020Joanna O'Connell, Jim Nail

    B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer experience alike. To do so, they must invest in six core competencies, with a goal of developing maturity over time. This report provides the roadmap to help marketers plan and successfully deploy an omnichannel advertising approach.

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