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Susan   Bidel

Susan Bidel

Senior Analyst Serving B2C Marketing Professionals

Susan is a senior analyst serving B2C Marketing Professionals with the aim of helping them excel at customer-obsessed marketing. Her research focuses on the health of digital ecosystems; on fraud, viewability, and brand safety; on the power of data to drive positive outcomes; and on how marketers and publishers can work together for their mutual benefit.

Previous Work Experience

Susan comes to Forrester with more than 20 years of experience in the publishing industry at brands such as People, Fortune, Money, and Time Digital, among others, where she focused on advertising marketing. Her first foray into digital publishing was as the sales development director for FortuneCity.com, a community site. That was followed by 18 months at a mobile instant-messaging startup, Messagevine. Immediately prior to joining Forrester, Susan was the senior director of sales development for PubMatic, a sell-side platform servicing the needs of publishers in the programmatic space.

Education

Susan studied art history at New York University and has a B.A. and an M.A. in literature from City College, CUNY.

Susan Bidel

Senior Analyst Serving B2C Marketing Professionals

Susan is a senior analyst serving B2C Marketing Professionals with the aim of helping them excel at customer-obsessed marketing. Her research focuses on the health of digital ecosystems; on fraud, viewability, and brand safety; on the power of data to drive positive outcomes; and on how marketers and publishers can work together for their mutual benefit.

Previous Work Experience

Susan comes to Forrester with more than 20 years of experience in the publishing industry at brands such as People, Fortune, Money, and Time Digital, among others, where she focused on advertising marketing. Her first foray into digital publishing was as the sales development director for FortuneCity.com, a community site. That was followed by 18 months at a mobile instant-messaging startup, Messagevine. Immediately prior to joining Forrester, Susan was the senior director of sales development for PubMatic, a sell-side platform servicing the needs of publishers in the programmatic space.

Education

Susan studied art history at New York University and has a B.A. and an M.A. in literature from City College, CUNY.

Susan Bidel's Research

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  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Data Management Platforms, Q2 2017

    Marketers Have A Choice: Stay Tactical Or Think Long Term

    June 1, 2017Susan Bidel, Samantha Merlivat

    In our 35-criteria evaluation of data management platforms (DMPs), we identified the 11 most significant ones — The ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle, Salesforce, and Turn — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Poor Quality Ads Cost US Marketers $7.4 Billion In 2016

    Opt For Quality, And Stem The Tide Of Loss

    March 30, 2017Susan Bidel

    US-based B2C marketing professionals spend tens of billions of dollars buying digital advertising inventory to reach and message their customers and prospects each year. But the supply chain is riddled with problems, most directly connected to the lack of transparency in adtech. The result is wasted time, effort, and money, and lackluster ROI. Read this report to learn the steps you must take to avoid wasting a significant portion of your ad budget.

  • For B2C Marketing Professionals

    REPORT: Q&A: Affiliate Marketing 101

    March 27, 2017Susan Bidel, Rebecca McAdams

    B2C marketers and eCommerce professionals continuously look for innovative ways to acquire new customers and reach receptive audiences. Affiliate marketing offers brands new opportunities to extend their reach and leverage publishers as part of their overall marketing portfolio. This Q&A report helps B2C marketers brush up on their affiliate marketing know-how and explains why they should consider it a partnership that supplements internal acquisition efforts.

  • For B2C Marketing Professionals

    REPORT: The Sell-Side Video Adtech Stack Has Emerged

    But Publishers Should Choose Based On Their Revenue Mix

    March 14, 2017Susan Bidel

    Video advertising inventory is scarce, and as a result, costs per thousand (CPMs) are high. Premium publishers, aware of shifting media consumption habits and eager to benefit from high video CPMs, are growing their digital video capabilities. Some are even launching dedicated channels of streaming content. Read this report to learn how publishers are tapping into big video advertising budgets and meeting the demands of the B2C marketing professionals buying video advertising.

  • For B2C Marketing Professionals

    REPORT: Fake News: More Proof That Advertisers Must Choose Quality Over Quantity

    Protect Your Brand By Balancing Automation, Audience, And Context

    January 12, 2017 Melissa Parrish, Susan Bidel, Richard Joyce

    The scourge of fake news has thrown platforms, publishers, advertisers, and political candidates into a tailspin. How can a problem this pervasive and explosive ever be overcome? The first step is to understand what fake news is, and then undo its source of funding: advertising. This report will explore what fake news is — and isn't — and what marketers must do to protect their ad spend and brand reputations.

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