Mo Allibhai

I am excited to announce The Forrester Wave™: Sell-Side Platforms, Q4 2024. This is the first Forrester Wave of the sell-side platform (SSP) provider category since 2014, and a great deal has changed in those 10 years.

Relying on outside standards bodies to guide your brand's safety is inadvisable in today's market. Brands must begin charting their own path for brand safety. It’s time for brands to get brand smart. Learn three key hallmarks of a brand smart approach in this preview of a new report.

What could the antitrust trial portend for Google and for advertisers and publishers? We break down three key questions.

If you’ve ever seen The Wizard of Oz, you might remember the moment when Dorothy realizes the Wizard is not in fact all-powerful. He is just a man with a very loud voice. She also learns that she doesn’t need his power or magic to send her home — the power lies within herself. This […]

Google is finally reversing its decision to deprecate third-party cookies in Chrome. Find out what advertisers should do in the wake of this decision.

As retail media networks have grown and diversified, so have the problems in adtech. Ad fraud, made-for-arbitrage, and AI-generated content farms are multiplying, riddling the once “easy” task of programmatic buying with brand safety pitfalls. Retail owned and operated properties like displays in a Walgreens, audio broadcast in a Walmart store, or a banner ad […]

The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.

In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.

Grundlegende Prozesstransformationen benötigen die Synergie verschiedener KIs. Erfahren Sie mehr darüber, wie sich genAI auf die Social-Tech-Landschaft auswirkt.

Last week, Forbes was accused of misleading major advertisers with a spoof of its own website – www3.forbes.com. The company created the site in 2017 as a subdomain, stretched its own content to fit more ad formats (e.g., turning 700-word articles into 34 slides), and sold advertising on this made-for-arbitrage (MFA) site to brands that […]

The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.

In 2024, digital marketers and publishers have a unique opportunity to rebuild trust in digital advertising and the internet overall. Given how loose security standards are across the programmatic ecosystem, this requires abandoning “blind programmatic” in favor of more coordinated, stringent buying strategies. 2023 was an eventful year for bad ads, which Forrester defines as […]

Generative AI’s emergence triggered a landslide of interest and experimentation across sectors, including social media and content. Forrester’s Global AI Software Forecast, 2023 To 2030 supports this, as content marketing is the third-largest category for specialized genAI software spend. The rapid evolution of generative AI technology within the social tech landscape has sparked a race […]

Microsoft completed its largest ever acquisition of Activision Blizzard earlier this month. Buried under the lede is the fact that it now owns King, a hugely successful mobile advertising platform with over $300 million in advertising revenue annually. It’s not the first acquisition of its kind: Earlier this year, console gaming giant Sega purchased Rovio, […]

Adtech is supposed to efficiently connect marketers with publishers — demand with supply. Marketers rely on a suite of vendors, including demand-side platforms (DSPs) to furnish brand-safe, fraud-free inventory, and publishers use supply-side platforms (SSPs) to match their unique content to relevant ads and buyers. Ads and cash travel one way; as the funds disperse […]

As the dust settles from the slow, then sudden, death of MediaMath, it’s clear that this was a one-off case of financial mismanagement rather than a canary in the coal mine for demand-side platforms (DSPs) or adtech. The event resurfaces the interdependency of the ecosystem and recalls the last time that a major DSP turned […]

This year, programmatic advertisers face an unusual economic paradox: Ad spend continues to go up, but sellers of programmatic advertising and adtech vendors alike are consolidating and reorganizing in pursuit of efficiency. The stakes (and the same factors that drove real-time bidding adoption in the first place) are high: millions of hours of monetizable consumer […]