Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
Google Finally Scraps Its Cookie Deprecation Plans
Google is finally reversing its decision to deprecate third-party cookies in Chrome. Find out what advertisers should do in the wake of this decision.
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The Paid Media Paradox
Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.
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Offsite Addressability Presents An Untapped Opportunity For Retail Media Networks
As retail media networks have grown and diversified, so have the problems in adtech. Ad fraud, made-for-arbitrage, and AI-generated content farms are multiplying, riddling the once “easy” task of programmatic buying with brand safety pitfalls. Retail owned and operated properties like displays in a Walgreens, audio broadcast in a Walmart store, or a banner ad […]
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Oracle Exits The Advertising Business
The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.
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Big Tech Will Not Solve Data Deprecation
In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.
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Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
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Apple’s New Intelligence Is Here
Apple, famously reticent about AI, broke its silence at its 2024 Worldwide Developers Conference (WWDC) and Forrester was there. Learn more about Apple Intelligence and find out what we gathered from the grand reveal.
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Learning From Limes And Forrester’s Creative AdTech Landscape
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
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A Match Made In Plastic? Capital One’s Quest To Acquire Discover
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
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Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
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From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.
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Don’t Let Google’s Cookie Commitment Issues Delay Better Advertising Experiences
Despite the delay, you still should move forward in improving your customers' advertising experiences. Here are steps to take now.
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Adtech Is Losing The Plot On Made-For-Arbitrage (MFA) Sites
Last week, Forbes was accused of misleading major advertisers with a spoof of its own website – www3.forbes.com. The company created the site in 2017 as a subdomain, stretched its own content to fit more ad formats (e.g., turning 700-word articles into 34 slides), and sold advertising on this made-for-arbitrage (MFA) site to brands that […]
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A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
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Has Digital Advertising Reached Maturity In The US?
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. Find out why in this report preview.
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50/50: Private Label Is Coming For You
Private-label products are increasing in popularity as prices soar. Brands should be worried — find out why in this blog post.
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One Year Since Bud Light’s Marketing Blunder: What Did We Learn?
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.
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TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
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Google Announces Meridian, A Marketing Mix Modeling Tool
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
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CMOs Need A Measurement Strategy That Connects To Business Outcomes
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
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