Publicis Groupe has agreed to acquire data collaboration and identity resolution firm LiveRamp for $2.55 billion in a move aimed to expand the agency holding company’s artificial intelligence offering. The transaction is expected to close by the end of 2026, following the customary regulatory and shareholder approvals. Publicis will operate LiveRamp as an independent company […]

AI agents promise to easily automate and accelerate marketing use cases, capturing marketers’ attention: 42% of B2C marketing decision-makers in Forrester’s Marketing Survey, 2026 say their organizations are currently piloting or experimenting with agentic AI. In Forrester’s Digital Business And Strategy Survey, 2025 , 49% of B2B or B2B2C marketing digital business strategy decision-makers are investing in AI agents. As AI agents proliferate across vendors’ product offerings, Forrester’s Marketing AI Agent Solution Evaluation Template can help martech decision-makers discern emerging agent validity and suitability for their requirements.

Explore “The Customer Data Platforms For B2C Landscape, Q1 2026” Forrester report and understand vendor maturity, market shifts, and CDP investment priorities.

Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.

You can use customer data platforms (CDPs) for B2C to assemble customer profiles, orchestrate customer journeys, and deliver data and audiences to the marketing technology (martech) ecosystem. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, geography, and use case differentiation. B2C marketers should use this report to understand the value they can expect from a CDP for B2C vendors, learn how vendors differ, and investigate options based on size and market focus.

B2C marketing is critical to companies’ ability to win, serve, and retain customers. To accelerate their performance in B2C marketing, organizations are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report analyzes the maturity and business value of the 16 technology categories that support B2C marketing. B2C marketers should read this report to shape their company’s investment approach to these technologies.

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for B2C marketing.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

You can use identity resolution solutions to manage data, target audiences, and personalize experiences. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, and geography. B2C marketers should use this report to understand the value they can expect from an identity resolution solutions vendor, learn how vendors differ, and investigate options based on size and market focus.

The dynamic and complex requirements of modern marketing demand an innovative approach to marketing technology (martech). B2C marketing teams with a collection of bespoke, disconnected systems and capabilities will fall behind those who prioritize an adaptive, interoperable martech ecosystem. To meet the technical demands of the entire marketing lifecycle, the martech ecosystem should be organized around seven core capabilities. B2C marketers can use this priority model as a starting point and reference for futureproofing their martech strategy.

L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.