Advertising technologies (adtech) promise to improve media performance, make customer data more actionable, and boost efficiency. This report helps B2C marketing pros make a convincing business case for technology investments within the broader business technology (BT) context. It provides a ROI model for advertising technology investments using Forrester's Total Economic Impact™ (TEI) framework. This report is an update of a previously published report. Forrester refreshes it periodically for continued relevance and accuracy.