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For B2C Marketing Professionals

The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

Tools and Technology: The Omnichannel Advertising Playbook

July 30, 2020

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This is the Tools And Technology report in The Omnichannel Advertising Playbook For 2021.

Why Read This Report

Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is evolving, and external forces such as data deprecation are accelerating disruption. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 14 tech categories that support omnichannel advertising. B2C marketers should read this report to shape their firm's investment approach to these technologies.

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Table of Contents

  • A Note About The Global Pandemic
  • Leverage Adtech For Omnichannel Advertising
  • Select Advertising Technologies That Offer High Business Value
  • Invest In And Maintain Adtech With High Business Value
  • Experiment With Creative Adtech And Others
  • Invest In Cross-Channel Identity Resolution And One Other
  • Maintain Ad Exchanges, Ad Servers, And Others
  • Divest From Mobile Advertising Platforms
  • Supplemental Material
  • Related Research Documents

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