Just Published: The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

A strong brand can give marketers a competitive advantage, and improve their marketing effectiveness throughout the customer life cycle. But winning customer attention is a challenge, and consumers will ignore marketers that can't create powerful and connected advertising. Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic technology and approaches to make data-driven media buying decisions. Programmatic is a foundational layer for making omnichannel advertising easier. Forrester defines omnichannel digital media buying as:
 
The practice of sequencing digital advertising across channels so that it is connected, relevant, and consistent with the customer's stage in his or her life cycle.
 
Managing this omnichannel evolution is a growing challenge for marketers, and it probably won't get any easier in the near future. Marketers that we talk to believe that programmatic ad technology is the means for addressing some of this complexity.
 
While differentiation continues to be difficult to evaluate in this constantly evolving ecosystem, Forrester sees authenticated customer data, access to various types of biddable inventory, transparency in machine learning and automation, and new and improved predictive tools, as key areas that vendors still differentiate themselves on.
 
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