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 […]

Despite the ballyhoo over cord cutting, data from Forrester Research shows there’s no widespread move by consumers to cut television services in favor of Internet streaming, at least for now. The reprieve is certainly good news for broadcasters, and also gives marketers some breathing room to straighten out their digital video strategies. Forrester’s report showed […]

As more people use multiple devices like a smartphone and tablet to carry out their activities, businesses need to adapt to new methods of engagement consumers increasingly expect, according to a new study from Forrester Research. Based on a survey of approximately 61,000 adults, 90% of the respondents who own multiple connected devices said they […]

With its 6.3-inch screen, it is easy to mistake the new Samsung Galaxy Mega smartphone for a tablet. It isn’t even the largest smartphone — the Sony Xperia Z Ultra has a 6.4-inch screen. As the gap between smartphones and tablets shrinks, combined with the growing hype around wearable devices, the demand for tablets is […]

In a new report, Forrester Research senior analyst Joanna O’Connell identified the pros and cons of three of the most common techniques for targeting consumers across platforms: cookie-based targeting, person-based targeting and inference-based targeting. In terms of cookies, O’Connell noted that the usefulness of the third-party cookie is “finally showing signs of strain … in […]

Today’s DMPs clearly stand out from each other and from other parts of the digital marketing landscape, according to the Forrester Wave DMP Q3 2013 report. Forrester Principal Analyst Joanna O’Connell profiled seven players that are pushing the envelope. More than as a result of competition from each other, the increasing use of mobile devices – and […]

Based on a survey of more than 5,000 people in Canada, France, Germany, the UK and the US, Forrester Research predicts 905 million people, up from 15 million in 2010, will be using tablets by 2017. Tablets, write Forrester analysts JP Gownder and Michael O’Grady, have “exceeded the status of mass market to become what […]

Walls between channel-specific and traditional retail marketing roles are beginning to crumble, according to new data outlined in Forrester Research’s “Commerce Technology And Platform Investment Trends – 2013” report. With online retail spend in the US forecasted to grow 9.9% between 2012 and 2017 and digital channels (online, mobile and tablet) estimated to account for 10% […]

In its year of existence Facebook’s ad exchange has earned a reputation as an ATM machine for Facebook, and even something of a savior during the company’s rocky post-IPO period. But comments by COO Sheryl Sandberg throw that image into some doubt. During yesterday’s earnings call, she noted, “FBX is actually a very small part […]

More than 5,000 people from 27 countries came together in Salt Lake City for the annual Adobe Digital Marketing Summit, where they have heard about Adobe’s latest news from top executives, seen how clients and brands from a wide range of industries leverage these tools, and discussed trends and challenges facing marketers today. The Last Millisecond: In Marketing […]

Online video ad platform TubeMogul is expanding into Canada, as spending on streams continues its years-long double-digit gains. Still, the space is still held back by a lack of standard measurements. The online video ad dollars being funneled through real-time bidding platforms remains a relative drop in the overall $30 billion dollar U.S. digital ad […]

Yesterday, a team of analysts from Forrester Research led by Joanna O’Connell, published a new report, “The Forrester Wave: Demand-Side Platforms, Q4 2011,” shining a light on the programmatic buying trend in display advertising, and looking at seven demand-side platforms and their capabilities, in particular. O’Connell begins her team’s analysis by stating the challenge for […]