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»forrester

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 //
»
Salesforce And Adobe Lead Forrester DMP Wave With Embrace Of Privacy

Forrester’s 2019 DMP Wave focused on how data-management platforms plan to make their products more privacy-safe in an environment with increased pressure from privacy regulation as well as Apple ITP and Firefox ETP. Because of the amount of change going on in the DMP landscape, the analyst firm gave particular weight to a company’s vision.... Continue reading »
by Sarah Sluis // June 13th, 2019 //
»
Is Amazon’s Sizmek Acquisition Really A Threat To Google?

Amazon’s acquisition of Sizmek’s ad server and dynamic creative optimization (DCO) platform Friday puts it in a better position to compete with Google for advertiser budgets. Amazon will likely gain new clients from Sizmek who don’t want to deal with switching ad servers, as well as some advertisers who don’t like the idea of working... Continue reading »
by Alison Weissbrot // June 3rd, 2019 //
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In Forrester’s Media Agency Wave, Creativity And Agility Lead The Pack

In its first-ever Wave evaluating media agencies with under $20 billion in billings, released Thursday, Forrester recognized agencies that leverage their buying clout and understanding of the media landscape in creative ways. Mediahub, Hearts & Science and Assembly were Leaders in the ranking. PHD, Spark Foundry, Horizon Media and Vizeum were Strong Performers, while Dentsu... Continue reading »
by Alison Weissbrot // March 14th, 2019 //
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CEO George Colony On Forrester’s Acquisition Streak And Plans For Mar Tech

Forrester tried to acquire SiriusDecisions, a B2B market research and analytics firm, five years ago, so closing a $245 million deal for the company last week felt like a natural step. But SiriusDecisions was the third acquisition in the past half-year for Forrester, which historically buys a company every three years or so, said founder... Continue reading »
by James Hercher // December 5th, 2018 //
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Facebook Nears Completion Of MRC Audit; Forrester Snaps Up SiriusDecisions

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Accredit Where Due Facebook got a little much-needed positive news on Tuesday when it cleared a major hurdle in its effort to gain MRC accreditation for third-party viewability measurement. Facebook completed the first of its three-part accreditation process in April, which was an inspection... Continue reading »
by AdExchanger // November 28th, 2018 //
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Forrester: Creative Advertising Technology Evolves Toward Personalization

Dynamic creative advertising technology is becoming more personalized. Forrester ranked Jivox, RevJet, Thunder, Clinch and Celtra as “leaders” in its first-ever Creative Advertising Technology wave, released Monday. Adform, Flashtalking, Sizmek and Google were ranked “strong performers,” while Adacado was listed as a “contender.” Vendors have tried to marry creative messaging to audience targeting for a... Continue reading »
by Alison Weissbrot // November 7th, 2018 //
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Forrester Global Media Agency Wave: Consulting Is In And Clout Is Out

Media agencies once used their buying power to compete with each other. But as clients transform their marketing processes for a digital world, clout doesn’t have the cache it once did, according to Forrester’s first Global Media Agency Wave Q3 2018, which was released Monday. “In a programmatic environment, buying clout becomes less important,” said... Continue reading »
by Alison Weissbrot // September 17th, 2018 //
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Forrester Buys Its Way Into Technology And Software Subscription Sales

Forrester Research took its first steps into technology ownership on Tuesday with the acquisitions of customer data collection company FeedbackNow and GlimpzIt, a machine-learning and content recognition company. Forrester’s SEC filing said the deals will have insignificant effects on overall revenue and that through 2019 the stock-based compensation and acquisition and integration costs will range... Continue reading »
by James Hercher // July 10th, 2018 //
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Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’

This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dipping... Continue reading »
by Allison Schiff // May 16th, 2018 //
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