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  • Programmatic Buying

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  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Omnichannel Media Buying Is Programmatic

    Vision: The Digital Media Buying Playbook
    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....

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    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....

  • For B2C Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    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...

  • For B2C Marketing Professionals

    Report

    Report Ad Spending In Niche Channels Spells The End Of Online Advertising As We Know It

    Landscape: The Digital Media Buying Playbook
    August 2, 2016 | Samantha Merlivat

    According to Forrester's most recent five-year forecasts of online display advertising and social media advertising, spending on advertising in the US will grow by 78% between 2016 and 2021,...

  • For B2C Marketing Professionals

    Report

    Report Q&A: Header Bidding — What It Is And How It Works For Publishers And Marketers

    July 18, 2016 | Susan Bidel

    Publishers are deploying header bidding to wrest control of the monetization of their advertising inventory. As a result, marketing leaders are enjoying unprecedented access to the highest-quality...

  • For B2C Marketing Professionals

    Report

    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

    Report Programmatic Transforms Digital Media Buying

    Marketers Embrace Programmatic Despite Fraud And Transparency Concerns
    May 3, 2016 | Jim Nail

    What a difference two years makes: Programmatic buying has transformed from a curiosity in 2014 to a method a majority of survey respondents use today. The second Association of National...

  • For B2C Marketing Professionals

    Report

    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

    Report Forrester Research Online Display Advertising Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    April 6, 2016 | Shaurya Priya

    Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad appeared online in 1994. For nearly 20 years, companies purchased online...

  • For B2C Marketing Professionals

    Report

    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

    Report Make The Business Case For Programmatic Digital Media Buying

    October 26, 2015 | Richard Joyce

    B2C marketers are embracing data management platforms (DMPs) and demand-side platforms (DSPs) to mine previously untapped sets of data and to inform their digital media buying practices. Marketers...

  • For B2C Marketing Professionals

    Report

    Report European Online Display Goes Programmatic

    Demystifying Programmatic Ad Trading In Key European Markets
    April 17, 2015 | Samantha Merlivat

    Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...