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  • Susan Bidel

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  • For B2C Marketing Professionals

    Report

    Report Poor Quality Ads Cost US Marketers $7.4 Billion In 2016

    Opt For Quality, And Stem The Tide Of Loss
    March 30, 2017 | Susan Bidel

    US-based B2C marketing professionals spend tens of billions of dollars buying digital advertising inventory to reach and message their customers and prospects each year. But the supply chain is...

  • For B2C Marketing Professionals

    Report

    Report Q&A: Affiliate Marketing 101

    March 27, 2017 | Susan Bidel, Rebecca McAdams

    B2C marketers and eCommerce professionals continuously look for innovative ways to acquire new customers and reach receptive audiences. Affiliate marketing offers brands new opportunities to extend...

  • For B2C Marketing Professionals

    Report

    Report The Sell-Side Video Adtech Stack Has Emerged

    But Publishers Should Choose Based On Their Revenue Mix
    March 14, 2017 | Susan Bidel

    Video advertising inventory is scarce, and as a result, costs per thousand (CPMs) are high. Premium publishers, aware of shifting media consumption habits and eager to benefit from high video CPMs,...

  • 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 Broadcasters And Networks Are Publishers In 2017, Along With Traditional Creators Of Content

    But Marketers Aren't
    December 15, 2016 | Susan Bidel

    Brand marketers want to connect to their target audiences and best prospects in controlled and complementary contexts. But the current buying environment blurs the distinctions between publishers,...

  • 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 Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 7, 2016 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics and partnerships. B2C marketing professionals: Don't let your...

  • For B2C Marketing Professionals

    Report

    Report Measurement Is A Digital Media Buyer's Best Friend

    Performance Management: The Digital Media Buying Playbook
    August 31, 2016 | Susan Bidel, Richard Joyce

    In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of every...

  • 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 Brief: Publishers Must Invest In First-Party Data Protection

    Safeguard Your Single Most Important Asset
    May 18, 2016 | Susan Bidel

    First-party data is publishers' single most important asset: It represents their one-to-one connection with consumers. With consumer concerns about privacy on the rise, it is incumbent upon...

  • For B2C Marketing Professionals

    Report

    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

    Report Maximize Media ROI With A Customer-Centric Approach

    March 15, 2016 | Susan Bidel, Richard Joyce

    Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

  • For B2C Marketing Professionals

    Report

    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

    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 B2C Marketing Professionals

    Report

    Report Brief: Digital Video Ad Fraud Robs Marketers And Publishers Alike

    No One Is Immune; Everyone Needs To Take Action
    October 9, 2015 | Susan Bidel

    Marketers and publishers alike take a loss when fraudsters successfully target the most valuable ad inventory: video. Brand marketers, who wield the largest budgets and pay the highest CPM rates,...

  • For B2C Marketing Professionals

    Report

    Report The Only Impression Worth Advertisers' Money Is A Viewable Impression

    Trading Terms For Digital Media Finally Embrace Quality Controls
    September 2, 2015 | Susan Bidel

    The entire digital advertising industry is wondering why it's taking so long for viewability to become table stakes: an accepted, established standard upon which digital display and video —...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: Verizon Buys AOL To Recast Ad Tech's Foundations

    Forget About The Media Assets, This Deal Is All About Audience Targeting Capabilities
    May 13, 2015 | Luca S. Paderni, James L. McQuivey

    On May 12, 2015, Verizon announced its acquisition of AOL for a reported $4.4 billion dollars. This move is in keeping with the company's ongoing commitment to investing in technology and talent to...

  • For B2C Marketing Professionals

    Report

    Report Fraud And Fat Fingers Distort The Mobile Advertising Landscape

    Publishers And Marketers Must Act Now To Stop Fraud's Spread To Mobile Ad Inventory
    May 4, 2015 | Susan Bidel

    Consumers are rapidly shifting their digital interactions to mobile devices, pushing publishers and marketers to deliver content and advertising across multiple screens. But defining a meaningful...

  • For B2C Marketing Professionals

    Report

    Report Brief: Drive Publishers' Revenue With High-Performance Yield Management

    How Smart Publishers Grow Audiences While Maximizing Revenue And User Experience
    May 1, 2015 | Susan Bidel

    In its simplest form, yield management is the process by which a publisher allocates digital inventory to its various selling strategies, partners, and channels to earn the greatest revenue for...

  • For B2C Marketing Professionals

    Report

    Report Ad Fraud: Tackle Digital Ads' Dirty Little Secret And Make Money In The Process

    Publishers That Deliver Transparent And Fraud-Free Ad Inventory Environments See Greater Advertisers' Investments
    November 11, 2014 | Susan Bidel

    Even the Interactive Advertising Bureau (IAB) admits there is a significant level of fraud in the digital advertising ecosystem. It exists in display, mobile, and video. Brand marketers, who...

  • 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 Enhancing Publishers' Revenues With Pay Walls

    How To Use Pay Walls To Drive Digital Subscription Revenues With Valuable Content
    July 24, 2014 | Susan Bidel

    Publishers have two main streams of revenue: advertising and subscriptions. Until recently, constrained by the expectation that content on the Internet should be free, digital publishers, whether...

  • For B2C Marketing Professionals

    Report

    Report Expanding Publishers' Monetization With Sell Side Platforms And Exchanges

    June 25, 2014 | Susan Bidel

    Premium publishers with direct sales teams that wish to meet marketers' growing demands to buy and execute programmatically, complete with the ability to integrate first- and third-party data, are...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

    AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail
    May 9, 2014 | Tina Moffett, Susan Bidel

    On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in...