Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
Zero-Click Search Comes For Checkout: Agentic Commerce Automates Retail’s Next Frontier
Agentic commerce is spreading as OpenAI launches Instant Checkout offering shoppers conversational shopping from curiosity to checkout without redirecting consumers to merchants’ sites. Find out what this means and how B2C marketers are responding in this post.
Blog
Predictions 2026: Marketing Agencies Resign Their Agency
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
The Countdown To 2026 Predictions Has Begun
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Blog
Rewind And Fast-Forward TV Advertising
One of advertisers’ greatest challenges with TV advertising is “streaming TV’s high CPMs,” according to Forrester’s Q2 2025 CMO Pulse Survey. Find out why TV advertising’s sellers benefit at TV buyers’ expense and how consumers are caught in the middle.
Blog
The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law
To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
Blog
What A Possible Dentsu Sale Means For CMOs
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
Blog
Meet Evelyn Mitchell-Wolf: Forrester’s New Adtech Analyst
Generative AI, signal loss, regulation, and macroeconomic volatility are colliding to give rise to a new era that threatens the viability of open web publishers’ business models. I’m excited to join Forrester as the B2C marketing team’s newest adtech analyst to help clients navigate it all.
Blog
Adtech’s Inflection Point Signals More Compelling Customer Experiences
Advertising technology is overly complicated — and everyone is fed up. Here's how adtech can right-size and refocus on compelling customer experiences.
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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.
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.
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