Make The Case For Ad Technology Investments

October 6th, 2017

Susan Bidel

Samantha Merlivat

Michelle Bishop

Richard Joyce

With contributors:

Melissa Parrish , Wei-ming Egelman , Christian Splaine

Summary

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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