Predictions Report

Predictions 2018: Data Drives Media Disruption

Who Has Data, And How The Way They Use It Will Determine Success

November 8th, 2017
With contributors:

Summary

The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

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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.