Trends Report

Marketers Must Demand More From Their Adtech

March 6th, 2018
JO
Joanna O'Connell
With contributors:
Melissa Parrish , David Novitzky , Christine Turley

Summary

Programmatic has become a critical part of many leading brands' advertising mix, and the technology has evolved apace. But it needs to develop to deliver "omnichannel" advertising. This report uses data collected for "The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017" to assess how programmatic buyers are using demand-side platforms (DSPs). We discuss what it means in the context of omnichannel digital media buying and offer advice to B2C marketers looking to develop omnichannel advertising capabilities in pursuit of customer centricity.

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