forrester research

Forrester is ranking vendors for the breadth of their capabilities over those with point solutions. And the “jacks of all trades” are in the lead.

This week on AdExchanger Talks, we bring you a lively discussion with Joanna O’Connell, VP and principal analyst with Forrester Research and a singular personality in the marketing industry. Joanna will present a session titled “Omnichannel Buying Remains More Promise Than Reality” at AdExchanger’s upcoming Programmatic IO San Francisco conference on April 10-11. Many fans […]

The No. 1 reason consumers shop online is because it’s convenient, yet online commerce still represents less than 10% of overall sales. “Why isn’t this number higher? It should be higher,” said Ken Cassar, VP and principal analyst at Slice Intelligence, at a New York City event hosted by Rakuten Marketing on Tuesday. According to […]

Forrester senior analyst Susan Bidel will appear Oct. 29 at AdExchanger’s Programmatic I/O conference, an event dedicated to the advancement of programmatic media and marketing. The ad industry’s collective hand wringing over ad blocking reached a fever pitch in September during Advertising Week in New York City. In reality, however, it’s far from a block […]

In today’s mobile ad tech landscape, the blind lead the blind. That’s according to Forrester in a report released Monday that aims to help advertisers get some clarity into what’s become an immature and murky market of mobile vendors. Most mobile tech players aren’t clear enough about the services they provide, often using jargon and […]

One of the purposes of Deal ID is to allow buyers and sellers to negotiate deals that combine the personal touch of the direct sale with programmatic efficiency. But the Deal ID also has challenges around sell-side scalability and limitations in audience discovery for advertisers. Nevertheless, some industry experts say the Deal ID might help […]

When mobile analytics company Apsalar started telling its demand-side platform (DSP) customers a few months ago that is was exiting the DSP business, some took it as welcome news. Having a dedicated mobile DSP isn’t a priority yet for some marketers, and by taking their DSP off the table, Apsalar seemingly removed the conflict of […]

Note: Story updated to point out Forrester analyst Susan Bidel, who authored the report, is a former PubMatic employee. Bidel tells AdExchanger she does not hold equity in the company. Forrester Research‘s Wave reports are harrowing events for tech startups, which find themselves labeled Leaders, Strong Performers, Contenders or – heaven forbid – Risky Bets. And those labels often stick. […]

Paid media has become essential to content marketing, as social media “war rooms” become commonplace and Facebook throttles the organic reach available through Page Posts. In a new report, Forrester Research detailed a range of content marketing offerings, dividing the world into service- and software-based solutions. The report highlighted 15 agencies and 30 technology vendors, rating […]

China is one of the fastest-growing, largest mobile markets in the world. Two new studies from Forrester Research and mobile developer-services platform Umeng delve into the unique characteristics of this continuously growing industry, including how consumers deal with the lack of high-speed data service and how social sharing plays a role in many apps. According […]