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 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

  • 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...

    • Downloads: 829
  • For B2C Marketing Professionals

    Report: Savvy Publishers Deploy DMP Insights Across Their Organizations

    Working on our Q4 2015 data management platform (DMP) Forrester Wave, we have gathered unique insights on how publishers, who market their audiences to their advertisers and market their content...

    • Downloads: 108
  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Data Management Platforms, Q4 2015

    In our 66-criteria evaluation of data management platforms (DMPs), we identified the eight most significant ones and researched, analyzed, and scored them. This report shows how each provider me...

    • Downloads: 658
  • For B2C Marketing Professionals

    Report: Brief: Digital Video Ad Fraud Robs Marketers And Publishers Alike

    Marketers and publishers alike take a loss when fraudsters successfully target the most valuable ad inventory: video. Brand marketers, who wield the largest budgets and pay the highest CPM rates...

    • Downloads: 93
  • For B2C Marketing Professionals

    Report: The Only Impression Worth Advertisers' Money Is A Viewable Impression

    The entire digital advertising industry is wondering why it's taking so long for viewability to become table stakes: an accepted, established standard upon which digital display and video —...

    • Downloads: 148
  • For B2C Marketing Professionals

    Report: Predictions 2014: Marketing Leaders Put Insights To Use

    Marketers have more channels to choose from than ever before. In 2014, their choices will become even more numerous, thanks to increasing device proliferation, the Internet of Things, and the di...

    • Downloads: 977
  • 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...

    • Downloads: 829
  • For B2C Marketing Professionals

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

    Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel...

    • Downloads: 913
  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Data Management Platforms, Q4 2015

    In our 66-criteria evaluation of data management platforms (DMPs), we identified the eight most significant ones and researched, analyzed, and scored them. This report shows how each provider me...

    • Downloads: 658
  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014

    In Forrester's 65-criteria evaluation of sell-side platforms (SSPs) and exchanges for publishers, we identified the six most significant providers in the category — AOL Platforms, AppNexus...

    • Downloads: 517
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