programmatic buying

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European Digital Advertising Gets Knocked Down But Gets Back Up Again (Kind Of)

Brandon Verblow August 8, 2019
GPDR has upended digital advertising in Europe. But this isn't the advertising apocalypse some predicted. Learn more.
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Announcing Forrester’s First DMP Wave For Asia Pacific

Xiaofeng Wang July 10, 2019
I’m excited to share that “The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019” is now live. It’s the first time we evaluated data management platform (DMP) vendors’ capabilities in Asia Pacific (AP). In our 39-criterion evaluation, we identified the 10 most significant ones — Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018
The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]
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Omnichannel: It’s Not What Your Ad Tech Provider Tells You It Is

Joanna O'Connell March 8, 2018
I love digging into data. Sounds obvious, I know. I’m an analyst, after all. But when I returned to Forrester, just after the Q2 2017 Omnichannel DSP Wave published, I found we were sitting on a treasure trove of data gleaned during the customer reference survey portion of the research. And it was illuminating. This […]
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TV Industry: It’s Time For A Round of “Stop, Keep, Change”

Joanna O'Connell December 8, 2017
I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]
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Go Ahead, Freak Out About Snap’s Earnings- For The Right Reasons

Melissa Parrish November 9, 2017
The sky is falling, right on top of Snap Inc, and the sky’s name is CPM. Since they launched their self-service, auction-based buying environment, CPMs plunged 60%.  60%!?!?!?  Cue the panic, right? Not so fast. With companies like Facebook making up the competitive set, the pressure was always on Snap to not just post good […]
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From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017
I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]
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How Privacy Legislation Will Change The Ad Network/Exchange Paradigm — Pulling Back The Curtain Of Oz

Forrester January 17, 2012
In my recent paper titled Privacy Laws Force Rich Dialogue with Customers I outlined some of the looming legal directives that will change the targeting dialogue between brands and consumers and how the industry should respond.  The ad network ecosystem will ultimately be forced the pull back the curtain of Oz to reveal to customers the machines and levers behind targeting technology. As illustrated in my […]
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