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

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

  • For B2C Marketing Professionals

    REPORT: Marketers Must Demand More From Their Adtech

    March 6, 2018Joanna O'Connell

    Programmatic has become a critical part of many leading brands' advertising mix, and the technology has evolved apace. But it needs to develop to deliver "omnichannel" advertising. This report uses data collected for "The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017" to assess how programmatic buyers are using demand-side platforms (DSPs). We discuss what it means in the context of omnichannel digital media buying and offer advice to B2C marketers looking to develop omnichannel advertising capabilities in pursuit of customer centricity.

  • For B2C Marketing Professionals

    REPORT: Create An Omnichannel Digital Media Buying Practice For Entitled Customers

    Executive Overview: The Digital Media Buying Playbook

    December 14, 2017Joanna O'Connell

    B2C marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using data and technology that make omnichannel advertising easier and more effective. The new digital media buying playbook helps marketing leaders understand the fundamental shifts that are occurring and provides a strategic road map and omnichannel buying best practices. This report gives guidance on the phases marketers must consider as they transform their own media buying practice from multichannel to omnichannel. This is an update of a previously published report with new and more relevant content added; Forrester periodically reviews and updates the report for accuracy and continued relevance.

  • For B2C Marketing Professionals

    REPORT: Solving The Cross-Platform Targeting Riddle

    Why Marketers Should Not Be Satisfied With Today's Mechanisms For Targeting Individuals Across Platforms — And What They Can Do About It

    August 23, 2013Joanna O'Connell

    As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your target audience — let alone at reaching the same user cross-platform. Today's targeting challenge for marketers is threefold: 1) reliably identifying, in a persistent manner, an individual consumer; 2) reaching that consumer across an ever-increasing number of devices and platforms; and 3) partnering with vendors whose infrastructure is still built around traditional targeting mechanisms. Read this report to make sense of today's cross-platform targeting ecosystem, understand the pros and cons of each targeting type, develop your own plan for cross-platform user targeting using this knowledge, and determine where you want the ecosystem to improve — and fast — to meet your specific targeting needs.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Data Management Platforms, Q3 2013

    DMP Providers That Matter Most For Marketers And How They Stack Up

    August 21, 2013Joanna O'Connell

    In Forrester's 70-criteria evaluation of data management platform (DMP) vendors, we evaluated the seven most significant providers — Adobe, Aggregate Knowledge, Blue Kai, CoreAudience, Knotice, nPario, and X Plus One — for marketers to consider. This Forrester Wave™ details our findings on how well each vendor fulfills our criteria and helps marketers select the right partner for audience insights and coordinated targeting.

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