Why Read This
Marketing leaders fall into four stages of digital media buying maturity, based on their firms' strength across culture, organization, planning and execution, customer data management, measurement, and technology. This chapter of the digital media buying playbook provides a self-assessment tool to understand your maturity. Take the assessment and share these insights with your colleagues and partners to level-set and take the next steps to embrace the power of programmatic buying through data and technology. This is a new edition of a previously published report; we have updated examples and added data from Forrester's North American Consumer Technographics Online Benchmark Survey (Part 1), 2015.