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

    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, S...

  • For B2C Marketing Professionals

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

    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 ...

  • For B2C Marketing Professionals

    Report: Q&A: Affiliate Marketing 101

    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 ext...

  • For B2C Marketing Professionals

    Report: The Sell-Side Video Adtech Stack Has Emerged

    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 CP...

  • For B2C Marketing Professionals

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

    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 ...

View all of Susan Bidel's Research

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