forrester

Forrester Research took its first steps into technology ownership on Tuesday with the acquisitions of customer data collection company FeedbackNow and GlimpzIt, a machine-learning and content recognition company. Forrester’s SEC filing said the deals will have insignificant effects on overall revenue and that through 2019 the stock-based compensation and acquisition and integration costs will range […]

This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dipping […]

No other holding company has had its CEO as ingrained as WPP. Now WPP must keep its massive organization, with so many disparate agencies and pieces, together without Sorrell. “He was important not only as the voice, look and feel of WPP, but he was very much involved in the day-to-day operations,” said Rebecca Lieb, […]

In 2017, the National Hockey League debuted its newest franchise, the Las Vegas Golden Knights. But not only did the NHL have to localize its message in a new market, it had the bigger challenge of reaching a digital-first fan base. Which means NHL CMO Heidi Browning, who is tasked with expanding interest and audiences […]

Online display advertising spend in the US will grow 70% from $42 billion this year to $72 billion by 2021, propelled mostly by social media ad spend, according to Forrester’s annual Online Display Advertising forecast, released Wednesday. As mobile adoption continues to surge, Forrester predicted, social ad spend will reach $40 billion by 2021, and […]

MediaMath CMO Joanna O’Connell will depart the company at the end of the month and return to Forrester, where she was a principal analyst for interactive marketing for three years. Prior to MediaMath, O’Connell was an AdExchanger research analyst and held several ad tech roles at VivaKi and Razorfish in her 15-plus years in digital […]

Forrester’s latest evaluation of standalone data management platforms (DMPs), released Thursday, arrives one week after its assessment of demand-side platforms (DSPs). While DMPs originated as audience segmentation tools to enhance media buying, the value prop of a standalone DMP is very different from one tied to a DSP, said Forrester’s senior analyst Susan Bidel. Forrester reviewed […]

Forrester’s 2017 DSP Wave ranking placed six platforms as market “leaders”: MediaMath, DataXu, Trade Desk, Turn, Adobe and Rocket Fuel. Three others straddled the line between “leaders” and “strong performers”: Google, AppNexus and AOL. AdForm fell into the “strong performers” category. Time Inc.-owned Viant, including Adelphic, trailed the rest of the group with a placement […]

The agency-client relationship is ailing, and fixing what’s broken will involve deep organizational changes on both sides of the table – starting with the marketer. “The brand has to start with itself,” said Brigitte Majewski, Forrester analyst and author of a report released Thursday calling for a new agency operating model. “If you aren’t asking […]

Welcome to episode No. 16 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The mainstreaming of programmatic has forced marketers to get serious about quality – both the quality of overall customer experience and individual ad impressions. In a recent report, Forrester Research said this issue could lead marketers to scale back on […]