Forrester today published research into how marketers are using demand-side platforms (DSPs) for programmatic buying and how brands can move their advertising toward being truly omnichannel.

Key takeaways from the report include:

  • Current DSP technology does not address the full range of omnichannel buying. Buyers must still turn to multiple platforms, inventory, and data sources to pull together holistic omnichannel programs.
  • Buyers need plenty of manpower support. To maximize their results, buyers still need to lean on their programmatic tech partners for a wide range of consultation and support.
  • Going omnichannel requires leading, rather than following programmatic partners. To achieve true omnichannel advertising, marketers must create their own omnichannel definition and road map, rather than let partners lead them.

Click here for more information, and please contact us if you’d like a copy of this report.