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For B2C Marketing Professionals

Make The Case For Ad Technology Investments

October 6, 2017


  • By Susan Bidel,
  • Samantha Merlivat,
  • Michelle Bishop,
  • Richard Joyce
  • with Melissa Parrish,
  • Wei-ming Egelman,
  • Christian Splaine

Why Read This Report

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.

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Table of Contents

  • Evaluate Adtech Investments From Multiple Angles
  • Use Forrester's TEI Framework To Make The Business Case
  • Recommendations

  • Customize The Model To Match Your Adtech Investment Decisions
  • Supplemental Material
  • Related Research Documents