Creative ad tech is maturing beyond DCO. Dynamic creative optimization is only one of many challenges facing brands in the quest to serve relevant, efficient and optimized creative, said Joanna O’Connell, a VP and principal analyst at Forrester. And that’s why creative ad tech providers that go beyond the basics were crowned the leaders of […]
Not a news flash: Media agencies are under immense pressure. That was true long before the pandemic. But agencies have also made big investments in data and technology over the last few years that are starting to bear fruit. This week on The Big Story, special guest Jay Pattisall, a principal analyst at Forrester, calls […]
Forrester’s Media Agency Wave, released Tuesday, gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralized, integrated experience for their clients. IPG media agency UM led the 10 media agencies evaluated for the report. To qualify, each agency needed $10 billion […]
Forrester released a Wave last week examining the emergent location intelligence platform space and here’s your main takeaway: Companies want to apply location data to make decisions across all of their digital touchpoints – but the technology to do that is still in its early stages. Although location data vendors are a dime a dozen – you […]
Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration toward more unified measurement in its latest edition, released Tuesday. “Several tried-and-true approaches to measuring marketing effectiveness served their purpose for a long period of time,” said Tina Moffett, a […]
When Forrester released its Wave assessment for video ad platforms Monday, the ability for each demand-side platform (DSP) to buy cross-screen – including linear TV – was a key factor. “The biggest thing large advertisers are struggling with is how to use digital video and TV in combination, not just digital video by itself,” said […]
Some corners of the ad and marketing tech industries wonder if the data management platform (DMP) is on the verge of becoming a commodity. But a Forrester Wave report on the technologies noted points of differentiation among DMPs’ abilities to handle social information, ingest data from channels usually associated with marketing tech, such as email […]
Forrester Research’s Wave report on Web analytics providers positioned Adobe Analytics Premium as the clear winner. The report prioritized vendors’ ability to serve enterprise clients. Lagging just behind Adobe in the “leader” category were IBM, Webtrends and AT Internet. Google was a “strong performer” and SAS Institute was a “contender.” No vendors were classified as […]
The first Forrester Wave on lead-to-revenue management (L2RM) automation solutions released Tuesday singled out Oracle’s Eloqua and the still independent Marketo as marketplace leaders catering to large enterprises. As defined by Forrester, L2RM is essentially B2B marketing automation. Additionally, Act-On and Salesfusion were champions among solutions designed for small- and medium-sized businesses (SMBs). The report […]
Social advertising has become table stakes for multiplatform marketers. On the vendor side, the emerging leaders providing social-ad technologies share a few key commonalities to meet that demand, according to an inaugural Forrester Wave: Social Advertising Platforms report released Tuesday. In a series of interviews with 21 digital marketers, Forrester Research found the average amount […]
