Why Read This
Marketing leaders fall into four phases of digital media buying maturity, based on their firms' strength across culture, organization, planning and execution, customer data management, measurement, and technology. This report of the digital media buying playbook provides a self-assessment that you should take to gain the insights you need to understand the four phases of digital media buying maturity. You can share these insights with your colleagues and partners to create a broader level-setting exercise 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; Forrester reviews and updates it periodically for continued relevance and accuracy. We are now substantially revising it to factor in new ideas as well as data from Forrester's North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014.