Susan Bidel

Senior Analyst serving B2C Marketing PROFESSIONALS

Susan is a senior analyst serving B2C Marketing Professionals. Her research focuses on monetization strategies for the full spectrum of digital publishers across platforms, including digital pure-plays and traditional publishers, both print and broadcast, with digital presence. She has a particular focus on data management and on fraud across platforms.

Susan's research and analysis have been cited in publications including The Wall Street Journal, The New York Times, MediaPost, AdAge, Adweek, AdExchanger, and more. She has spoken about publishing in the digital age at industry events including MediaPost's Publisher Summit, The Association of Magazine Media, and the Upstream Seller Forum.

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, 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.


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

  • For B2C Marketing Professionals

    Report: Measurement Is A Digital Media Buyer's Best Friend

    In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of ever...

  • For B2C Marketing Professionals

    Report: Q&A: Header Bidding — What It Is And How It Works For Publishers And Marketers

    Publishers are deploying header bidding to wrest control of the monetization of their advertising inventory. As a result, marketing leaders are enjoying unprecedented access to the highest-quali...

  • For B2C Marketing Professionals

    Report: Brief: Publishers Must Invest In First-Party Data Protection

    First-party data is publishers' single most important asset: It represents their one-to-one connection with consumers. With consumer concerns about privacy on the rise, it is incumbent upon publ...

  • For B2C Marketing Professionals

    Report: Ad Blockers Rock The Media Ecosystem

    Ad blockers have never been easier to use, so it follows that more consumers than ever are using them and taking control into their own hands. Who suffers from this shift in power over the ad vi...

  • For B2C Marketing Professionals

    Report: Maximize Media ROI With A Customer-Centric Approach

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution, m...

View all of Susan Bidel's Research

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