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Marketers Must Demand More From Their Adtech
March 6, 2018

Forrester today published research into how marketers are using demand-side platforms (DSPs) for programmatic buying and how brands can move their advertising toward being truly omnichannel.

Key takeaways from the report include:

  • Current DSP technology does not address the full range of omnichannel buying. Buyers must still turn to multiple platforms, inventory, and data sources to pull together holistic omnichannel programs.
  • Buyers need plenty of manpower support. To maximize their results, buyers still need to lean on their programmatic tech partners for a wide range of consultation and support.
  • Going omnichannel requires leading, rather than following programmatic partners. To achieve true omnichannel advertising, marketers must create their own omnichannel definition and road map, rather than let partners lead them.

Click here for more information, and please contact us if you'd like a copy of this report.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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