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  • Programmatic Buying

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  • Report Marketers Must Demand More From Their Adtech

    March 6, 2018 | Joanna O'Connell

    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...

  • Report 2017 To 2021: US Online Display Advertising's Great Reckoning

    Landscape: The Digital Media Buying Playbook
    November 28, 2017 | Samantha Merlivat

    According to Forrester's most recent forecasts, spending on online display advertising and social media advertising in the US will grow by nearly 70% between 2017 and 2021, largely due to the rapid...

  • Report Marketers Tap Publisher Data To Drive Success

    Insights Inform And Inspire Marketer Messaging And Media Selections
    November 16, 2017 | Susan Bidel

    Marketers in need of first-party data to inform their marketing strategy, messaging, and media selections are wise to collaborate with publishers that have deep first-party relationships with their...

  • Report The State Of Programmatic Digital Media Buying, 2017

    Benchmarks: The Digital Media Buying Playbook
    October 25, 2017 | Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2...

  • Report Build An Empowered Digital Media Buying Team

    Organization: The Digital Media Buying Playbook
    October 16, 2017 | Samantha Merlivat

    Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

  • Report The Future Of Omnichannel Media Buying Is Programmatic

    October 6, 2017 | Susan Bidel, Samantha Merlivat

    Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic approaches to make data-driven media buying decisions....

  • Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    September 28, 2017 | Samantha Merlivat, Susan Bidel, Richard Joyce

    This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...

  • Report Marketers Clear The Path To Omnichannel Buying

    Continuous Improvement: The Digital Media Buying Playbook
    September 27, 2017 | Samantha Merlivat

    Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying. But before they can move on to these greener pastures, they must...

  • Report The Top Emerging Technologies For B2B Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Steven Casey, Mary Pilecki

    A new crop of emerging technologies and the solutions that they power stand poised to unleash a new cycle of rising expectations from buyers, changing behaviors, and disruption. Stakes are high....

  • Report Forrester Data Report: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Document
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast report quantifies these problems and shows how we expect them to...

  • Report Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully
    March 1, 2017 | Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and...

  • Report Fake News: More Proof That Advertisers Must Choose Quality Over Quantity

    Protect Your Brand By Balancing Automation, Audience, And Context
    January 12, 2017 | Melissa Parrish, Susan Bidel, Richard Joyce

    The scourge of fake news has thrown platforms, publishers, advertisers, and political candidates into a tailspin. How can a problem this pervasive and explosive ever be overcome? The first step is...

  • Report Predictions 2017: Media Disrupts Itself With New Business Models And Unexpected Partnerships

    Innovation Is No Longer The Sole Domain Of Digital Upstarts
    November 3, 2016 | Melissa Parrish, Sarah Sikowitz, Susan Bidel

    The media industry has had a rough couple of years: Digital disruption forced content providers to change the way they develop and deliver their products; programmatic changed the way advertisers...

  • Report Forrester Data: Online Display Advertising Forecast, 2016 To 2021 (Europe), Q3 2016 Update

    ForecastView Spreadsheet
    November 2, 2016 | Shaurya Priya

    Forrester expects online advertising to continue to be the primary driver for advertising spending in Europe, with its share growing compared with offline spending. Within the online advertising...

  • Report Brief: Drive Programmatic Action With Multitouch Attribution Data

    Executing Smarter Digital Media Buys
    October 26, 2016 | Richard Joyce

    The increasingly complex digital media environment has made understanding the success of even trackable campaigns difficult for marketers. As a result, B2C marketers often rely on single points of...

  • Report Brief: TV Planning Goes Data-Driven And Audience-Based

    But Please Don't Call It "Programmatic"
    September 21, 2016 | Jim Nail

    TV can no longer resist the advances of data and technology that have dramatically altered the rest of the marketing universe. The industry is abuzz over TV's "programmatic" future. Does this mean...

  • Report European Marketers: Get Ready For Data-Driven TV Planning

    The Shift From Content To Audience Targeting Accelerates In Key European TV Markets
    September 7, 2016 | Samantha Merlivat

    TV is not immune to digital disruption: TV providers across Europe are forced to innovate to keep pace with changing consumer demands and intensified competition from digital challengers. Dynamic...

  • Report Brief: Use Programmatic Media To Boost Branding

    Marketers Need A Systematic And Deliberate Strategy For Programmatic Branding
    August 2, 2016 | Samantha Merlivat

    B2C marketers are starting to recognize that programmatic buying can support more than direct response objectives, yet few have strategies for programmatic branding that clearly differ from...

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