Trends Report

Make The Case For Ad Technology Investments

October 6th, 2017
Susan Bidel, null
Susan Bidel
Samantha Merlivat, null
Samantha Merlivat
Michelle Bishop, null
Michelle Bishop
Richard Joyce, null
Richard Joyce
With contributors:
Melissa Parrish , Wei-ming Egelman , Christian Splaine


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.