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  • For B2C Marketing Professionals

    Report The World's Largest Digital Market Goes Programmatic

    Decoding China's Unique Programmatic Media Buying Ecosystem
    May 20, 2016 | Xiaofeng Wang

    Digital media buying isn't just going programmatic in North America — it's also booming in China, the world's second-largest digital advertising market. However, China's ecosystem is less mature,...

  • For B2C Marketing Professionals

    Report Ad Blockers Rock The Media Ecosystem

    Publishers And Advertisers Lose Until Both Appease The Root Cause: Consumer Discontent
    May 10, 2016 | Susan Bidel

    Ad blockers have never been easier to use, so it follows that more consumers than ever are using them and taking control into their own hands. Who suffers from this shift in power over the ad...

  • For B2C Marketing Professionals

    Report Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook
    April 20, 2016 | Rusty Warner

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and...

  • For B2C Marketing Professionals

    Report Forrester Ad Technology (Data Management Platforms) Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    April 12, 2016 | Jennifer Adams

    Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the US DMP market to...

  • For B2C Marketing Professionals

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    April 11, 2016 | 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...

  • For B2C Marketing Professionals

    Report Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook
    March 28, 2016 | Jennifer Wise

    Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology...

  • For B2C Marketing Professionals

    Report Defining Social Intelligence

    Vision: The Social Intelligence Playbook
    March 14, 2016 | Samantha Ngo

    Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. Marketers struggle to fully utilize these insights from the masses of data...

  • For B2C Marketing Professionals

    Report The State Of Programmatic Digital Media Buying 2015

    Benchmarks: The Digital Media Buying Playbook
    March 9, 2016 | Richard Joyce

    This report highlights the key findings from our 2015 DSP and DMP Forrester Wave™ online surveys, with a focus on key challenges and best practices for applications of programmatic digital media...

  • For B2C Marketing Professionals

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    March 3, 2016 | Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...

  • For B2C Marketing Professionals

    Report TechRadar™: Marketing And Advertising Technology, Q1 2016

    The Top Technologies Marketers Need For Their BT Agenda
    February 11, 2016 | Mary Pilecki, Luca S. Paderni

    Marketing technologies have changed dramatically in the last decade, with new solutions built to support the growing channels and touchpoints consumers are using to connect with brands across all...

  • For CMO Professionals

    Report The New Roles That Will Power Your Marketing Operating System

    February 8, 2016 | Sheryl Pattek

    As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer...

  • For B2C Marketing Professionals

    Report Brief: Meta-DSPs — One Buy Platform To Rule Them All?

    New Tools For Trading Desks Accelerate Consolidation Of The Buy-Side Ad Tech Landscape
    January 27, 2016 | Samantha Merlivat, Richard Joyce

    A handful of trading desks have developed so-called "meta-DSP" capabilities: an integration layer that lets them manage and optimize campaigns across multiple DSPs from one single entry point....

  • For B2C Marketing Professionals

    Report Savvy Publishers Deploy DMP Insights Across Their Organizations

    Ad Sales, Marketing, And Content Executives All Benefit From First-Party Data To Craft Audiences
    January 26, 2016 | Susan Bidel

    Working on our Q4 2015 data management platform (DMP) Forrester Wave, we have gathered unique insights on how publishers, who market their audiences to their advertisers and market their content to...

  • For B2C Marketing Professionals

    Report Brief: TV And Digital Video Convergence Accelerates

    Marketers Take Early Steps Toward An Omnichannel Video Future
    January 11, 2016 | James Nail

    Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

  • For Customer Insights Professionals

    Report Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook
    December 21, 2015 | Rusty Warner, Shaheen Parks

    Enterprise marketing technologies promise to enable better customer experience, improve marketing performance, and boost efficiency. This report helps customer insights (CI) professionals make a...

  • For B2C Marketing Professionals

    Report The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015

    The 10 Providers That Matter Most And How They Stack Up
    November 30, 2015 | James Nail

    In our 21-criteria evaluation of video advertising demand-side platform (DSP) providers, we identified the 10 most significant vendors and researched, analyzed, and scored them. This report shows...

  • For B2B Marketing Professionals

    Report Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers

    Specialized Offerings Help Scale And Unify Engagement Programs
    November 18, 2015 | Laura Ramos

    Specialist technology and service providers offer advocate marketing solutions aimed at encouraging your customers and employees to endorse your business brand and share experiences. While they...

  • For B2C Marketing Professionals

    Report Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers
    November 13, 2015 | Luca S. Paderni

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

  • For B2C Marketing Professionals

    Report Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying
    November 13, 2015 | Erna Alfred Liousas, Brigitte Majewski

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

  • For B2C Marketing Professionals

    Report The Forrester Wave™: Data Management Platforms, Q4 2015

    The Data Management Platforms That Matter Most And How They Stack Up
    November 10, 2015 | Susan Bidel, Richard Joyce

    In our 66-criteria evaluation of data management platforms (DMPs), we identified the eight most significant ones and researched, analyzed, and scored them. This report shows how each provider...

  • For CMO Professionals

    Report Q&A: Does Marketing Need A Marketing Technology Specialist?

    October 23, 2015 | Clement Teo

    CMOs in Asia Pacific are struggling to adopt new marketing technology tools and strategies to serve increasingly empowered customers. The complex marketing tech landscape is limiting CMOs' ability...

  • For B2C Marketing Professionals

    Report Making Sense Of The Video Ad Ecosystem

    How Consolidation Will Take The Video Ad Ecosystem To Its Audience-Centric Future
    August 5, 2015 | James Nail

    The convergence of TV content with digital formats and distribution will dramatically change decades-old practices for how advertising is planned, bought, and measured. A rush of video ad-tech...

  • For Customer Insights Professionals

    Report Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook For 2015
    June 18, 2015 | Rusty Warner

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. Yet customer insights (CI) professionals tasked with defining marketing technology...

  • For Customer Insights Professionals

    Report Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook
    June 10, 2015 | Rusty Warner

    Planning and implementing enterprise marketing technology is at the top of the customer insights (CI) professional's to-do list. But you can't do it alone. You and your business technology (BT)...

  • For B2C Marketing Professionals

    Report The Forrester Wave™: Demand-Side Platforms, Q2 2015

    The Nine Providers That Matter Most And How They Stack Up
    June 3, 2015 | Richard Joyce

    In Forrester's 53-criteria evaluation of demand-side platform (DSP) vendors, we identified the nine most significant software providers — AOL, AppNexus, AudienceScience, DataXu, Google,...

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