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Report Get Your Data Deprecation Plan Together
Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches
Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access. In this report, Forrester defines data...
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Report Omnichannel Advertising Delivers Positive ROI
Business Case: The Omnichannel Advertising Playbook
Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and the difficulty directly attributing financial...
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Report Create An Omnichannel Advertising Strategy Centered On Customer Experience
Executive Overview: The Omnichannel Advertising Playbook
January 22, 2021 | Joanna O'ConnellB2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...
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Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020
Tools and Technology: The Omnichannel Advertising Playbook
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...
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Report Now Tech: Creative Advertising Technologies, Q2 2020
Forrester's Overview Of 23 Creative Advertising Technology Providers
May 15, 2020 | Joanna O'ConnellYou can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...
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Report Omnichannel Advertising Mastery Is A Journey That Starts By Looking Inward
Assessment: The Omnichannel Advertising Playbook
April 10, 2020 | Joanna O'Connell, David NovitzkyB2C marketers are tasked with the difficult job of generating revenue while improving consumer ad experiences. Unfortunately, not all marketers have achieved the level of advertising maturity...
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Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It
Vision: The Omnichannel Advertising Playbook
In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...
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Report Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen
Roadmap: The Omnichannel Advertising Playbook
B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer...
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Report The Future Of Omnichannel Advertising Must Be Customer Obsessed
November 8, 2019 | Joanna O'Connell, Susan BidelAdvertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...
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Report Predictions 2020: Agencies
The Cumulation Of Many Pressures Forces Agencies To Upgrade
CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...
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Report Predictions 2020: Media
Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020
2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...
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Report The Forrester New Wave™: Cross-Channel Video Advertising Platforms, Q3 2019
The 13 Providers That Matter Most And How They Stack Up
In Forrester's evaluation of the emerging market for cross-channel video advertising platforms, we identified the 13 most significant providers in the category — 4C, Adobe, Amobee, Cadent, Centro,...
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Report Blockchain: What Marketers Need To Know
Distributed Ledger Tech (DLT) Will Pave A Path To Transparency, Slowly
B2C marketers recently realized that they have little understanding of their digital advertising supply chain — how it works and where their money is going. And when they pushed for greater...
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Report Now Tech: Omnichannel Media Management, Q2 2019
Forrester's Overview Of 24 Omnichannel Media Management Providers
June 14, 2019 | Joanna O'ConnellAn omnichannel media management approach can improve business performance, boost operational efficiency, and deliver better consumer experiences. But to realize these benefits in today's fragmented...
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Report Second-Party Data Powers Customer-Focused Advertising
Another Marketer's First-Party Data Complements And Extends Yours
March 8, 2019 | Joanna O'Connell, Susan BidelIn the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these...
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