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For B2C Marketing Professionals

The Future Of Digital Media Buying

December 2, 2014

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Why Read This Report

Spurred by the adoption of digital technologies, media buying is changing dramatically. Using software to make data-driven buying decisions, marketing leaders are embracing programmatic buying to improve targeting, mitigate waste, buy more efficiently, and drive better results. To take full advantage of the programmatic buying opportunity and determine the ideal balance of service and control, marketing leaders must jump into programmatic media buying by evaluating their current media buying partners against a new set of programmatic vendor and agency options. This report was originally published in September 2011; Forrester reviews and updates it periodically for continued relevance and accuracy. We are now updating it with new interview data and examples.

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Table of Contents

  • Consumer Expectations Have Changed — Media Buying Must, Too
  • Programmatic Buying Gives Back Control To Marketers
  • Focus On Audience Management And The Value Of First-Party Data
  • Advances In Ad Tech Attract Brand Dollars To Programmatic
  • Recommendations

  • Take Control Of Your Audience Management Practice
  • What it means

  • Automation And Consolidation Will Reshape Ad Trading
  • Supplemental Material
  • Related Research Documents