Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
Power, Precision, And Production Create A New Media Agency Landscape
It’s a new media agency landscape. The last six months have witnessed more change in media agencies than what’s occurred over the last six years.
Blog
The AI Cost Center Crisis
AI reshapes the way marketing agencies deliver value — increasing productivity, accelerating the speed of insights, assisting creative ideation, amplifying production velocity, and sharpening media and search activation. But they are not being compensated for the value creation. It’s an AI cost center crisis.
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Blog
This Year’s Upfronts Advanced TV’s Transformation
An uncertain economic climate and digital transformation left their mark on this year's TV upfronts, where major TV networks aim to secure advertising commitments for the new season.
Blog
The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
Podcast
Google’s Monopolies, Microsoft’s AI Agents, Intel’s Latest Deal
In this episode, we look at a major legal ruling that could shake up the adtech market, some new capabilities to make AI agents even smarter, and a tech industry deal that could breathe new life into a struggling giant.
Blog
Judge Rules That Google Is An Illegal Monopoly — Now What?
The impact of Google's court cases will take years to play out. But they raise the likelihood of the company's overhaul.
Blog
TikTok Won’t Get Banned This Week
The extension on TikTok's ban expires on April 5, but it is highly unlikely that TikTok will go dark again. All signs point to a deal or another extension. Find out why.
Blog
X-tortion: How Advertisers Are Losing Control Of Media Choice
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
Blog
It’s 2025, And The Consumer Is Hurting
For those of us in the US who track the economy and its implications for consumers and the brands that sell to them, it’s been a head-spinning couple of months. Policies have been coming at us fast and furious as a new administration looks to stamp its mark on the economy. Of course, the US […]
Blog
Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
Blog
Is CTV B2B Advertising’s Next Frontier?
Spending on connected television (CTV) advertising is forecast to increase 13.8% in 2025. But is CTV a good fit for B2B advertising? Learn the advantages and disadvantages to CTV advertising in this post.
Blog
Amazon Makes Retail Media Networks’ Eyes Bigger Than Their Stomachs
To unlock retail media’s upside, retailers must become more like publishers. Learn some of the challenges and benefits of retail media networks in this preview of a new report.
Blog
Is A $7 Million Super Bowl Ad Worth It? Probably Not
A 30-second spot at this year’s Super Bowl will set you back a cool 7 million bucks. And even if you wanted one of those spots, you can’t have it — they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong! Find out more in this analysis of Super Bowl ad spending trends.
Blog
Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
Podcast
Marketers’ Data Deprecation Denial
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.
Blog
What Omnicom’s Acquisition Of IPG Means For Marketers
Omnicom announced its plans to acquire IPG, creating the largest, global marketing services company. Find out what the deal could mean for your business or brand.
Blog
Anti-Predictions 2025: What Won’t Happen In The Year Ahead
It’s predictions season at Forrester. Find out what won't come to pass next year in our 2025 anti-predictions.
Blog
Adtech Competition Heats Up With A Potential Divestment, A New Offering, And An Acquisition
The possibility that Google may need to sell or spin off the world’s most used web browser wasn't the only news in adtech this week. Learn about two other moves that could bode well for the future of adtech competition and consumer privacy.
Blog
Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
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