Advertising
Digital has upended traditional advertising. What’s shaking out after the digital shakeup? Read our insights to find out.
Insights
Blog
Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
Podcast
Are We Nearing The End Of The Google Era?
Two major antitrust lawsuits could loosen Google’s grip on online search and advertising. What are the potential implications, and how should brands and advertisers prepare? Senior Analysts Nikhil Lai and Mo Allibhai discuss the cases and the broader shifts ahead for search marketing and advertising on this week’s What It Means episode.
Blog
Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.
Blog
How Accurate Were Our Predictions For 2024?
As we prepare to launch our 2025 predictions, we look back on some of the ones we made a year ago. Find out how we did, and get a first peek at what our forthcoming predictions will cover.
Blog
US v. Google: The FTC Takes On Adtech Verticalization
What could the antitrust trial portend for Google and for advertisers and publishers? We break down three key questions.
Blog
The Funnel Is Old, Unrealistic, And Still Helpful
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
Blog
To Build Your Best Marketing Organization, Unbox Your Org Chart
As changes in media and technology have upended how consumers discover and engage with companies, marketing organizations need a more flexible approach.
Blog
Tidying Up The Data Clean Room Landscape
Data clean rooms are attracting a lot of buzz lately. They’re pitched as a perfect solution in a data deprecation world: Brands can collaborate and maximize the value of their first-party data by running sophisticated analytics to understand customer behaviors, shopper journeys, and more. And thanks to privacy-preserving technologies, brands don’t need to expose customers’ […]
Blog
Google Finally Scraps Its Cookie Deprecation Plans
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.
Blog
The Paid Media Paradox
Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.
Blog
Offsite Addressability Presents An Untapped Opportunity For Retail Media Networks
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 […]
Blog
Oracle Exits The Advertising Business
The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.
Blog
Big Tech Will Not Solve Data Deprecation
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.
Blog
Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
Blog
Apple’s New Intelligence Is Here
Apple, famously reticent about AI, broke its silence at its 2024 Worldwide Developers Conference (WWDC) and Forrester was there. Learn more about Apple Intelligence and find out what we gathered from the grand reveal.
Blog
Learning From Limes And Forrester’s Creative AdTech Landscape
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
Blog
A Match Made In Plastic? Capital One’s Quest To Acquire Discover
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
Blog
Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Blog
From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.
Blog
Don’t Let Google’s Cookie Commitment Issues Delay Better Advertising Experiences
Despite the delay, you still should move forward in improving your customers' advertising experiences. Here are steps to take now.
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