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  • Programmatic Buying

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  • 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

    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

    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 The Future Of Omnichannel Media Buying Is Programmatic

    Vision: The Digital Media Buying Playbook
    October 7, 2016 | Richard Joyce

    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 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 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

    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...

  • For B2C Marketing Professionals

    Report

    Report Brief: Embrace "Deal ID" Now To Support Direct Sales And Programmatic Growth

    Codifying The Variables That Comprise Programmatic Ad Deals Will Boost Programmatic Trading And Simplify Advertisers' Lives
    November 11, 2014 | Susan Bidel

    Marketing leaders and publishers are pursuing programmatic ad trading to achieve greater efficiencies and inform sales and campaign execution strategies with more-granular and more-precise customer...

  • For B2C Marketing Professionals

    Report

    Report Programmatic Selling Drives Publishers' Revenues

    Savvy Sellers Embrace Automation To Achieve Greater Process And Operating Efficiencies
    October 15, 2014 | Susan Bidel

    Marketing leaders and their agencies are increasingly requiring that the publishers they work with embrace programmatic selling processes to maximize efficiencies and facilitate the deployment of...

  • For B2C Marketing Professionals

    Report

    Report How Software Is Eating Video Ads And, Soon, TV

    Marketers Must Prepare For The Rapid Rise Of Programmatic Buying For Online Video And TV Inventory
    February 18, 2014 | Jim Nail

    Programmatic buying has swept the display advertising world and is making rapid inroads into video inventory. As this software-powered and automated approach to media buying becomes more common and...

  • For B2C Marketing Professionals

    Report

    Report Scale Success with Programmatic Multichannel Media Buying

    December 6, 2012 | Joanna O'Connell, Christine Spivey Overby

    This report will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic on video, mobile, and social; and...