Advertising is essential to brands’ ability to win, serve, and retain customers. To accelerate performance when planning, buying, and activating advertising across channels, companies evaluate and adopt a range of technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the advertising technology (adtech) categories that support modern advertising. B2C marketing and digital business professionals should read this report to shape their brand’s investment approach to these technologies.