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Joanna O'Connell

VP, Principal Analyst

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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.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

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.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell's Most Recent Research

Research

Get Your Data Deprecation Plan Together

Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches

Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access...

8 min read
Research

Omnichannel Advertising Delivers Positive ROI

Business Case: The Omnichannel Advertising Playbook
January 27th, 2021 | Joanna O'Connell, Corey McNair

Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and the...

10 min read
Research

Create An Omnichannel Advertising Strategy Centered On Customer Experience

Executive Overview: The Omnichannel Advertising Playbook
January 22nd, 2021 | Joanna O'Connell

B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed...

6 min read
Research

The Forrester Wave™: Creative Advertising Technologies, Q4 2020

The Nine Providers That Matter Most And How They Stack Up
October 13th, 2020 | Joanna O'Connell

In our 37-criterion evaluation of creative advertising technology (adtech) providers, we identified the nine most significant ones — Adacado, Bannerflow...

15 min read
Research

The Brands' Guide To In-Housing Media

Organization: The Omnichannel Advertising Playbook
September 17th, 2020 | Jay Pattisall, Joanna O'Connell

The headlines about brands moving more marketing functions in-house have CMOs and B2C marketers asking, "Should we move media in-house?" Our answer: Fortune...

7 min read