Tech Tide Report

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

Tools and Technology: The Omnichannel Advertising Playbook

July 30th, 2020
Sarah Dawson, null
Sarah Dawson
Collin Colburn, null
Collin Colburn
Joanna O'Connell, null
Joanna O'Connell
Ryan Skinner, null
Ryan Skinner
With contributors:
Melissa Parrish , Emily Collins , Jim Nail , Luca Russo , Christine Turley


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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