Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
It’s 10 p.m. — Do You Know Where Your Data Is Going?
Last week, The Washington Post did a deep dive on how a publication used “commercially available” mobile data to out a Catholic priest as a Grindr user and visitor of a gay bar, ultimately forcing him to resign. Some of this data was sourced from Grindr; a Grindr spokesperson told the Post that “[the] company […]
Podcast
Social Media Turmoil Drives New Ad Strategies
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Blog
Meet Forrester’s New Senior Analyst Covering Adtech: Mo Allibhai
The advertising industry is in flux. Ongoing economic uncertainty creates fluctuations in ad spend, while data deprecation resets the digital media buying and selling landscape: Advertisers are reconsidering their data-driven advertising practices and partners, testing new approaches (e.g., contextual advertising and new audience-acquisition processes) and reducing their reliance on third-party data. According to Forrester’s Marketing […]
Blog
Meta Verified Copies Twitter But Courts Creators
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]
Blog
Publicis Groupe Brings Substance To Super Bowl LVII Commercials
Super Bowl LVII was full of firsts. The first Super Bowl matchup between two Black starting quarterbacks The first Super Bowl sibling rivalry, between Jason and Travis Kelce The first Super Bowl military flyover piloted by seven female naval aviators The first Super Bowl commercial debut by an agency holding company Global advertising firm Publicis […]
Blog
How To Navigate Retail Media Mania
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
Blog
What The Justice Department’s Lawsuit Against Google Means For Marketers
Yesterday, the US Department of Justice (DOJ) and eight states sued Google, accusing the company of illegally abusing its monopoly on the technology that powers online advertising. According to the Justice Department’s complaint, Google’s dominance enables the company to take at least $0.30 of every dollar spent using Google’s advertising technology. The DOJ is seeking […]
Blog
Generative AI, Like ChatGPT, Won’t Destroy Creativity. It’ll Save It.
Generative AI has made the creative industry uneasy. Yet combined with human ingenuity, the technology's potential is enormous.
Blog
Advertisers Beware: Facebook’s First Foray Into Fairness Is Flawed
Meta announced its plans to ensure fairness in how it distributes ads for housing as part of a settlement with the US DOJ. But ensuring fairness in AI will remain a challenge. Learn more.
Blog
Meta Hit With €390 Million Fine And An Uncertain Advertising Future
Learn what the latest ruling against Facebook and Instagram means for marketers.
Blog
Follow Martech And Adtech To The Audience-As-A-Strategy Era
The sophisticated B2B marketers and advertisers I talk to are always striving to achieve some form of omnichannel reach with closed-loop reporting to refined target audiences at scale with a small number of vendors — no easy task, even with good audience technology. The Beginning Of A New Era: Audience As A Strategy Audiences have […]
Blog
Capitalize On Search Marketing’s Evolution With Two New Reports
In 2023, marketers plan to spend more on paid and organic search despite data deprecation and economic headwinds. According to Forrester’s Q3 B2C Marketing CMO Pulse Survey, 2022, 82% of CMOs plan to increase paid search budgets and 74% plan to increase SEO budgets in 2023. As search budgets grow, the medium is changing radically. […]
Blog
Advertisers Pause In Twitter Purgatory
When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake — and that ad dollars are at risk. In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. Soon after, IPG’s Mediabrands […]
Blog
Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
Blog
Predictions 2023: Facing Economic Headwinds, The Media Industry Will Consolidate
CMOs will face mounting pressure to demonstrate ROI, pushing media companies to innovate and consolidate in order to protect their share. Read our media predictions for 2023.
Blog
Netflix Remains On Defense In The Streaming Wars
After two consecutive quarters of user decline (the first in almost a decade), Netflix saw 2.4 million paid net adds in Q3 (almost two and a half times more than its forecast). The company is at a precarious moment in time. While Netflix’s Q3 results create cautious optimism for future growth, the once market disruptor […]
Blog
Outexecute When You Can’t Outspend: How To Compete With Amazon In Paid Search
Given Amazon’s dominance, competing with it in the Google Ads auction is uniquely challenging. But companies can use a strategic approach to make gains.
Blog
The Agency Landscape Converges On Frictionless Partner Models
As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.
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