Joanna O'Connell

VP, Principal Analyst

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

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Report

Modern CMOs Shepherd Their Organizations Toward Ethical AI

September 22nd, 2021 • 5 min read

Marketing is your best ally when thinking through the complex questions of how to apply AI responsibly and thoughtfully, while keeping your brand’s values and a deep understanding of your customers at the core.

Joanna O'Connell

Sarah Dawson

Report

The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

August 12th, 2021 • 11 min read

To prepare for the next era of advertising, where data deprecation is a reality, brands must radically reorient their advertising strategies around transparency, choice, and value delivered, with a focus on the depth of the relationship itself.

Joanna O'Connell

Sarah Dawson

Report

Use Audience Media Consumption Habits To Shape Your Go-To Market Approach

August 2nd, 2021 • 10 min read

This report analyzes consumer media consumption and ad spend trends to help brands navigate their media mix and maximize advertising’s impact.

Joanna O'Connell

Brandon Verblow

Report

Make Marketing More Than A Message

August 2nd, 2021 • 9 min read

Use this report as inspiration for how to bring an innovative mindset to your own experience delivery.

Joanna O'Connell

Report

Omnichannel Advertising Delivers Positive ROI

August 2nd, 2021 • 10 min read

This report and accompanying tool make use of Forrester’s Total Economic Impact™ (TEI) framework to help B2C marketers structure a quantifiable business case for moving to an omnichannel approach to advertising.

Joanna O'Connell

Corey McNair

Report

The Future Of Audience Targeting

June 9th, 2021 • 6 min read

Instead, plan your strategy now by examining key use cases for targeting and their corresponding levels of addressability — all through a consumer-first lens.

Tina Moffett

Joanna O'Connell

Sarah Dawson

Research Coverage

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What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

Joanna O'Connell

VP, Principal Analyst

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Research Coverage

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