Joanna O'Connell

Vice President, Principal Analyst

Author Insights


Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)

Emily Collins July 28, 2022
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.

Why Netflix Chose Microsoft In Its Bid To Enter Advertising

Joanna O'Connell July 14, 2022
The speculation has been swirling for months that Netflix was getting into the ad business. We’ve long seen this as necessary for Netflix and have been clear about the upside, so no big shock there. What is notable is the news that Netflix chose Microsoft as its adtech partner. Why Microsoft? Microsoft’s acquisition of Xandr, […]

Coming Soon(ish) To An Android Phone Near You: Data Deprecation

Stephanie Liu February 16, 2022
Google announced this morning its plan to incorporate its Privacy Sandbox initiative, including its recently announced Topics API, into Android’s OS. Marketers, beware: Google is expanding data deprecation beyond Chrome and introducing it to the app ecosystem. In a blog post littered with not-so-subtle jabs at Apple, Google explained that this will be an intentionally […]

Better Together: A Security And Marketing Team-Up Can Fight Fraudsters Across Multiple Threat Vectors

Sandy Carielli February 10, 2022
Marketers lose billions of dollars to fraud every year, and advertising fraud is often viewed as a cost of doing business. But it shouldn’t be! Today, organizations face a diversifying fraud landscape including attacks in the white space between marketing and security. If they don’t collaborate against these types of attacks, fraudsters can easily slip […]

Alphabet Beats The Street: Key Takeaways From Its Q4 2021 Earnings

Joanna O'Connell February 3, 2022
Google parent company Alphabet beat the Street’s expectations with its Q4 2021 earnings release. The big headline: Lest anyone forget where Alphabet’s bread is buttered, take note that search continues to account for the vast majority of the company’s massive advertising revenue. It always has been — and still is — Alphabet’s cash cow. It’s […]

Google Is Still In The Driver’s Seat With Topics, Its More Transparent FLoC Replacement

Joanna O'Connell January 25, 2022
Will Google Topics be a curveball in advertisers' data depreciation plans? Read to discover what the FLoC replacements means.

Proposed Surveillance Advertising Ban, Meet Contextual Targeting

Stephanie Liu January 21, 2022
A proposed US law banning surveillance advertising emphasizes that marketers need to invest in contextual advertising, zero-party data, and other less invasive ways to gain audience insights.

Oh, Snap: Data Deprecation Cuts Into Revenue

Stephanie Liu October 22, 2021
Don’t say we didn’t warn you. While reporting Snapchat’s Q3 results yesterday, CEO Evan Spiegel conceded Apple’s App Tracking Transparency (ATT) framework “disrupted” Snap’s advertising business as he reported lower-than-expected earnings. The earnings miss drove sharp declines in Facebook’s and Twitter’s stocks as well. ATT, which rolled out in April with iOS 14.5, requires users […]

Google Delays The Cookiepocalypse: A Data Deprecation Update

Fatemeh Khatibloo June 25, 2021
Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.

Another One Bites The Dust: Why Verizon’s Divestiture Of AOL And Yahoo Is No Surprise

Jim Nail May 3, 2021
Today, Verizon announced it is selling AOL and Yahoo to private equity group Apollo for a hefty $5 billion, backing off its foray into media and advertising technology (adtech) and retrenching to its core competence as a mobile telco. This news should come as no surprise. When Verizon acquired AOL in 2015 and then Yahoo […]

Don’t Let Google’s Announcement Distract You From Your Data Deprecation Plans

Joanna O'Connell March 5, 2021
Google announced on Wednesday that it will not build alternate identifiers to track individuals as they browse across the web, nor will it use them in its products. Within 48 hours, some of adtech’s biggest stocks took a steep dive. But is the market’s concern warranted? We think probably not — there’s a lot of […]

Predictions 2021: Welcome To The Year Of Pandemic Advertising

Joanna O'Connell October 27, 2020
It’s been a rough year for advertisers, and 2021 will bring new challenges to a weary and quickly evolving industry. As advertisers attempt to reckon with the impending upheaval of data deprecation, they’ll be forced to divert attention toward more pressing — and distracting — issues that have emerged due to the COVID-19 pandemic. Forrester […]

The Organizational Obstacles Of In-Housing Media

Jay Pattisall September 23, 2020
Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media. The prospect of an in-house team of media-savvy professionals maximizing the firm’s buying power […]

Ready Or Not, Here Comes The Future Of Advertising

Joanna O'Connell April 7, 2020
We’ve spent months exploring what the future of advertising will look like, and we’re excited to share the findings of our research with you: “The Future Of Advertising Is Imminent Upheaval — And You’re Not Ready For It.” Let’s start by saying that we believe in a future with advertising — but it won’t look […]

The TV Industry’s Latest Hill To Climb: How To Avoid The Sins Of Digital Advertising’s Past

Joanna O'Connell February 12, 2020
I’ve recently returned from Beet.TV’s latest Beet Retreat, and I’m feeling . . . optimistic? Pessimistic? Ambivalent? Ambivalent — I’ll go with ambivalent. There is so much opportunity for a TV/video advertising industry that finds itself in flux — an explosion of new content, new data sources, new consumer viewing patterns. All of this means […]

Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

Tina Moffett February 5, 2020
If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski January 27, 2020
CVS Is Taking Its HealthHUB Digital Retail Innovation To Market Across 1,500 Of Its Pharmacies CVS’s HealthHUB, debuting at three store locations in Houston, Texas, transforms over 20 percent of a brick-and-mortar CVS into dedicated health services, offering patients access to new durable medical equipment (DME) and supplies, digital tools, on-demand health kiosks, and new […]

Google Takes Aim At Third-Party Cookies — Here’s Our Take

Joanna O'Connell January 17, 2020


FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 28, 2019
Humana Commits To Cloud-Based Innovations To Reimagine Heathcare Humana signed a multiyear strategic partnership with Microsoft to build predictive and personalized healthcare solutions to help its members manage and overcome health issues. Among its broad innovation portfolio are moves to empower doctors to deliver personalized, proactive health care by providing a holistic view of their […]

Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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