Joanna O'Connell

Vice President, Principal Analyst

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Blog

Google Delays The Cookiepocalypse: A Data Deprecation Update

Fatemeh Khatibloo June 25, 2021
Confused by the recent update to Google's Privacy Sandbox timelines? Get the key takeaways and recommended next steps.
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Blog

Another One Bites The Dust: Why Verizon’s Divestiture Of AOL And Yahoo Is No Surprise

Jim Nail May 3, 2021
Today, Verizon announced it is selling AOL and Yahoo to private equity group Apollo for a hefty $5 billion, backing off its foray into media and advertising technology (adtech) and retrenching to its core competence as a mobile telco. This news should come as no surprise. When Verizon acquired AOL in 2015 and then Yahoo […]
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Blog

Don’t Let Google’s Announcement Distract You From Your Data Deprecation Plans

Joanna O'Connell March 5, 2021
Google announced on Wednesday that it will not build alternate identifiers to track individuals as they browse across the web, nor will it use them in its products. Within 48 hours, some of adtech’s biggest stocks took a steep dive. But is the market’s concern warranted? We think probably not — there’s a lot of […]
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Blog

Predictions 2021: Welcome To The Year Of Pandemic Advertising

Joanna O'Connell October 27, 2020
It’s been a rough year for advertisers, and 2021 will bring new challenges to a weary and quickly evolving industry. As advertisers attempt to reckon with the impending upheaval of data deprecation, they’ll be forced to divert attention toward more pressing — and distracting — issues that have emerged due to the COVID-19 pandemic. Forrester […]
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Blog

The Organizational Obstacles Of In-Housing Media

Jay Pattisall September 23, 2020
Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media. The prospect of an in-house team of media-savvy professionals maximizing the firm’s buying power […]
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Blog

Ready Or Not, Here Comes The Future Of Advertising

Joanna O'Connell April 7, 2020
We’ve spent months exploring what the future of advertising will look like, and we’re excited to share the findings of our research with you: “The Future Of Advertising Is Imminent Upheaval — And You’re Not Ready For It.” Let’s start by saying that we believe in a future with advertising — but it won’t look […]
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Blog

The TV Industry’s Latest Hill To Climb: How To Avoid The Sins Of Digital Advertising’s Past

Joanna O'Connell February 12, 2020
I’ve recently returned from Beet.TV’s latest Beet Retreat, and I’m feeling . . . optimistic? Pessimistic? Ambivalent? Ambivalent — I’ll go with ambivalent. There is so much opportunity for a TV/video advertising industry that finds itself in flux — an explosion of new content, new data sources, new consumer viewing patterns. All of this means […]
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Blog

Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

Tina Moffett February 5, 2020
If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski January 27, 2020
CVS Is Taking Its HealthHUB Digital Retail Innovation To Market Across 1,500 Of Its Pharmacies CVS’s HealthHUB, debuting at three store locations in Houston, Texas, transforms over 20 percent of a brick-and-mortar CVS into dedicated health services, offering patients access to new durable medical equipment (DME) and supplies, digital tools, on-demand health kiosks, and new […]
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Video

Google Takes Aim At Third-Party Cookies — Here’s Our Take

Joanna O'Connell January 17, 2020

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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 28, 2019
Humana Commits To Cloud-Based Innovations To Reimagine Heathcare Humana signed a multiyear strategic partnership with Microsoft to build predictive and personalized healthcare solutions to help its members manage and overcome health issues. Among its broad innovation portfolio are moves to empower doctors to deliver personalized, proactive health care by providing a holistic view of their […]
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Blog

Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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Blog

TV Is Dead! Long Live TV! (A Forrester New Wave™ On Cross-Channel Video Ad Platforms)

Joanna O'Connell September 11, 2019
It’s become de rigueur for digital types to claim that traditional TV advertising is fast becoming obsolete. And they’re not entirely wrong. But they’re also not entirely right. Long and short, it’s complicated. Doubtless, the industry — among them media companies, brands that’ve long counted on TV for needed reach and frequency, and big media […]
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Blog

New Research: What Blockchain Means For Advertisers

Joanna O'Connell June 27, 2019
There's been a lot of buzz about advertising and blockchain. So, what's hype and what's real? Find out.
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Blog

New Research: In Adtech, Omnichannel Remains In The Eye Of The Beholder

Joanna O'Connell June 25, 2019
Omnichannel — it’s everybody’s favorite word these days. But whenever I hear it, I am reminded of the sage words of “The Princess Bride’s” indefatigable Inigo Montoya, “You keep using that word. I do not think it means what you think it means.” And the adtech industry is no exception. It’s not that they don’t […]
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini June 4, 2019
As The (Blockchain) World Turns: Part 1 A couple of announcements in particular this week served as a reminder that enterprises and vendors alike remain committed to leveraging distributed ledger technology (DLT). Proving the naysayers wrong, TradeLens (the IBM/Maersk global supply chain initiative) welcomed on board two further ocean carriers — CMA CGM and MSC […]
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Blog

Why Sizmek’s Ad Server Shouldn’t End Up With Amazon

Joanna O'Connell May 24, 2019
Serving ads . . . sounds boring, right? And on its face, it is. Ad servers are the pipes of digital advertising — they (virtually) move content or ad creatives into empty slots on a publisher’s pages and keep track of how many times they did it. So it’s no wonder that most of the […]
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Blog

Digital Out-Of-Home Advertising: Not Your Grandmother’s Roadside Billboards

Joanna O'Connell February 22, 2019
(Dave Novitzky contributed to this blog) It’s January, snowy, unbearably cold, and to make matters worse, a Monday. You’re trying to make it to the weekend so you don’t need to go outside . . . until you see an empty lounge chair on a beautiful warm beach floating down the Hudson River. Yes, you […]
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Video

How AI Is Transforming Advertising And What You Should Do About It

Joanna O'Connell January 24, 2019
Did you know that artificial intelligence has infiltrated all parts of the advertising process? My guess is, probably not. But chances are, in an era of programmatic advertising when machines are making millions of decisions on billions of ad impressions every day, your advertising is being touched by AI. Awesome, right? But also risky — to your brand’s […]
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Blog

The TV Industry Is Stumbling Toward Customer Centricity

Joanna O'Connell December 5, 2018
I’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s Consumer-First in TV Land,” which I really hoped the conference would pay off on. Why? Well, we know that consumer attitudes about advertising are […]
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