Summary
Agency display media buyers are rapidly investing in both new ad products like audience targeting and custom creative while adopting new buying methods like real-time bidding. Major publishers lag behind these trends. We recommend that publishers meet their clients' needs by investing in creative capabilities, complementing sales and ops teams with strong technology, and focusing on developing high-quality audiences.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).