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»forrester

The Big Story: CDPs Get Real

It’s time for an exciting new acronym: CDP. But what makes it exciting? Is it the promise – delivered for only the thousandth time this decade – that marketers can finally unify their customer data? No, what makes it exciting is $3.2 billion (in stock). That’s how much Twilio paid to grab the CDP Segment... Continue reading »
by Ryan Joe // October 15th, 2020 //
»
xandr
Fall From Grace: AT&T Explores Sale Of Ad Tech Unit Xandr

AT&T is reportedly exploring a sale of Xandr, the ad tech unit it launched in 2018 with lofty ambitions to transform the TV advertising industry with data and automation. The talks are still preliminary and a deal may not go through, per The Wall Street Journal, which broke the news. Xandr made a big splash... Continue reading »
by Alison Weissbrot // September 1st, 2020 //
»
MDC-Stagwell Merger Could Be A Canary In The Coalmine For Agency Consolidation

  The holding company MDC Partners was already struggling before COVID-19 decimated the US economy. But a proposed merger by Stagwell Group, first reported by AdAge late Thursday, demonstrates how the pandemic likely accelerated the end of MDC’s run as an independent public company. MDC Partners and Stagwell Group did not respond to requests for... Continue reading »
by Alison Weissbrot // June 26th, 2020 //
»
Forrester: US Agencies Will Shed More Than 50,000 Jobs By 2021

  The US agency sector will lay off about 52,000 jobs over the next two years as media spend declines 23%, Forrester predicts. Agencies are projected to cut 35,167 jobs in 2020 and 16,578 in 2021. The global picture is even starker, with the big six agency holding companies poised to eliminate an additional 49,695... Continue reading »
by Alison Weissbrot // June 3rd, 2020 //
»
IPG’s UM Leads Forrester’s Media Agency Wave

Forrester’s Media Agency Wave, released Tuesday, gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralized, integrated experience for their clients. IPG media agency UM led the 10 media agencies evaluated for the report. To qualify, each agency needed $10 billion... Continue reading »
by Sarah Sluis // May 26th, 2020 //
»
Agency Life: COVID-19 Will Cause 4 Permanent Changes

The remote work experiment caused by COVID-19 will transform agencies. Automation will become even more integral to agency workflows as consumer media habits shift, changing the nature of talent and services. Highly office-driven cultures will shift to a more remote, distributed workforce, as companies reduce their real estate holdings to drive efficiencies during the economic... Continue reading »
by Alison Weissbrot // May 26th, 2020 //
»
Forrester: Advertising Faces ‘Imminent Upheaval’ From Targeting Practices

  The advertising industry faces “imminent upheaval” as their tracking-heavy approach to digital advertising is being rejected by browsers, regulators and consumers. “Change is no longer a nice idea. It has become a requirement,” said Forrester VP and principal analyst Joanna O’Connell, who authored a report last week about how marketers need to address this... Continue reading »
by Sarah Sluis // April 13th, 2020 //
»
Social Distancing With Friends: Joanna O’Connell

In this new podcast series, AdExchanger editors break the cabin fever by talking with the top thought leaders and practitioners in digital and data-driven advertising – all while under social isolation. While it’s impossible right now to fully make sense of our new national weirdness, it’s helpful – and therapeutic – to talk through how... Continue reading »
by Ryan Joe // March 24th, 2020 //
»
Quarantined: How The Coronavirus Shutdowns Impact Marketers

The coronavirus outbreak has caused marketers to rethink their 2020 budgets, delay campaign launches, sit out conferences and experiment with remote work. Despite this disruption, we’re still largely in wait-and-see mode in terms of how the virus will impact operations in the United States. Here’s the quick lowdown on how COVID-19’s warpath through the world... Continue reading »
by Alison Weissbrot // March 4th, 2020 //
»
Agency Data Platforms Fall Short On Creative, Confuse Clients

Agency holding companies have spent $12 billion on data assets over the past five years but have yet to successfully deploy those assets at their creative agencies, according to a Forrester report released Monday. “It’s still very much a media proposition,” said Jay Pattisall, Forrester analyst and author of the report. “[Creative] seems to be... Continue reading »
by Alison Weissbrot // September 25th, 2019 //
»
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