In a rapidly evolving digital landscape, advertising leaders are constantly seeking ways to stay ahead. A new study commissioned by Equativ and Sharethrough, conducted by Forrester Consulting, sheds light on the current priorities and future challenges facing the industry. The study surveyed over 200 advertising and marketing leaders in the U.S., uncovering key insights on how companies are navigating the complexities of cookie deprecation, sustainability, and the need for transparency and safety in ad tech partnerships.
Dive into the findings to understand what it takes to be future-ready in today's advertising world. You can find the full Forrester study at the end of this blog post, so keep reading to learn more about the most prominent statistics and our largest takeaways.
#1: To Grow Revenue, Respondents Need To Focus On Customers.
Through our research with Forrester it became clear that both improving customer satisfaction and increasing retention remain vital for meeting top goals like growing revenue and increasing site traffic. 52% of respondents identified improving customer satisfaction as a top priority, while 48% emphasized the importance of increasing customer retention. These goals align with their primary objective of growing revenue, which 60% of respondents ranked as their top priority. Additionally, enhancing search visibility (49%) and boosting site traffic (45%) were highlighted as key goals, both driven by the need to attract and engage the right audience, and ultimately supporting broader revenue and growth objectives.
#2: Environmental Issues Are Becoming Increasingly Important To Advertising Players.
There’s no doubt that companies are becoming increasingly focused on sustainable growth. As advertising leaders plan for the future, they recognize the importance of maintaining sustainable practices, with many committed to continuing strategies like cookieless solutions and supply path optimization, and the reduction of the carbon footprint of the advertising industry. As environmental concerns become more prominent, advertising players are adapting their strategies to ensure they align with these evolving priorities.
In our study with Forrester, it was found that 79% of respondents are prioritizing sustainability and social issues in their ad spend decisions. Additionally, 77% of respondents said that they value efficiency and performance over access to exclusive inventory, indicating a preference for doing more with less. And when brands are able to identify placements that meet their standards they want to be able to easily access more inventory of a similar quality.
#3: Safety, Transparency, and Simplicity are Key AdTech Features
Respondents want to worry less about the downsides of basic programmatic strategies: questionable brand safety, excessive waste, and complex campaign configurations. Our study with Forrester saw the majority of advertising players seeking out ad tech partners with high brand safety standards, transparency, and a focus on progressive topics like DEI and sustainability. Features such as brand safety standards, ease of use, and managed service options all ranked in the top four of the Top Desired Ad Tech Vendor features. Have a peek for yourself in the graph below.
Methodology: Interviewing Marketing Agencies And Brands
Earlier this year we partnered up with Equativ and commissioned Forrester Consulting to execute a customized opportunity snapshot study as a means to both research, explore and showcase present-day areas of focus in the ad tech industry looking to strengthen partnerships . As a means to create this study, Forrester Consulting supplemented this research with custom survey questions asked of 212 US-based marketing leaders at agencies and brands. The custom survey began and was completed in May of 2024.
Why Forrester? Industry Experts On Customer Growth
As a key player in the world of customer research, Forrester is focused on helping global consumer businesses and technology leaders accelerate growth through a clear understanding of current landscapes and future opportunity. We commissioned this study from Forrester to better understand the opportunities and challenges that ad tech partners and marketing leaders are facing.
Curious to learn how to future-proof your ad tech partnerships? Download the full Forrester study here.
In a rapidly evolving digital landscape, advertising leaders are constantly seeking ways to stay ahead. A new study commissioned by Equativ and Sharethrough, conducted by Forrester Consulting, sheds light on the current priorities and future challenges facing the industry. The study surveyed over 200 advertising and marketing leaders in the U.S., uncovering key insights on how companies are navigating the complexities of cookie deprecation, sustainability, and the need for transparency and safety in ad tech partnerships.
Dive into the findings to understand what it takes to be future-ready in today's advertising world. You can find the full Forrester study at the end of this blog post, so keep reading to learn more about the most prominent statistics and our largest takeaways.
#1: To Grow Revenue, Respondents Need To Focus On Customers.
Through our research with Forrester it became clear that both improving customer satisfaction and increasing retention remain vital for meeting top goals like growing revenue and increasing site traffic. 52% of respondents identified improving customer satisfaction as a top priority, while 48% emphasized the importance of increasing customer retention. These goals align with their primary objective of growing revenue, which 60% of respondents ranked as their top priority. Additionally, enhancing search visibility (49%) and boosting site traffic (45%) were highlighted as key goals, both driven by the need to attract and engage the right audience, and ultimately supporting broader revenue and growth objectives.
#2: Environmental Issues Are Becoming Increasingly Important To Advertising Players.
There’s no doubt that companies are becoming increasingly focused on sustainable growth. As advertising leaders plan for the future, they recognize the importance of maintaining sustainable practices, with many committed to continuing strategies like cookieless solutions and supply path optimization, and the reduction of the carbon footprint of the advertising industry. As environmental concerns become more prominent, advertising players are adapting their strategies to ensure they align with these evolving priorities.
In our study with Forrester, it was found that 79% of respondents are prioritizing sustainability and social issues in their ad spend decisions. Additionally, 77% of respondents said that they value efficiency and performance over access to exclusive inventory, indicating a preference for doing more with less. And when brands are able to identify placements that meet their standards they want to be able to easily access more inventory of a similar quality.
#3: Safety, Transparency, and Simplicity are Key AdTech Features
Respondents want to worry less about the downsides of basic programmatic strategies: questionable brand safety, excessive waste, and complex campaign configurations. Our study with Forrester saw the majority of advertising players seeking out ad tech partners with high brand safety standards, transparency, and a focus on progressive topics like DEI and sustainability. Features such as brand safety standards, ease of use, and managed service options all ranked in the top four of the Top Desired Ad Tech Vendor features. Have a peek for yourself in the graph below.
Methodology: Interviewing Marketing Agencies And Brands
Earlier this year we partnered up with Equativ and commissioned Forrester Consulting to execute a customized opportunity snapshot study as a means to both research, explore and showcase present-day areas of focus in the ad tech industry looking to strengthen partnerships . As a means to create this study, Forrester Consulting supplemented this research with custom survey questions asked of 212 US-based marketing leaders at agencies and brands. The custom survey began and was completed in May of 2024.
Why Forrester? Industry Experts On Customer Growth
As a key player in the world of customer research, Forrester is focused on helping global consumer businesses and technology leaders accelerate growth through a clear understanding of current landscapes and future opportunity. We commissioned this study from Forrester to better understand the opportunities and challenges that ad tech partners and marketing leaders are facing.
Curious to learn how to future-proof your ad tech partnerships? Download the full Forrester study here.
Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.
In a rapidly evolving digital landscape, advertising leaders are constantly seeking ways to stay ahead. A new study commissioned by Equativ and Sharethrough, conducted by Forrester Consulting, sheds light on the current priorities and future challenges facing the industry. The study surveyed over 200 advertising and marketing leaders in the U.S., uncovering key insights on how companies are navigating the complexities of cookie deprecation, sustainability, and the need for transparency and safety in ad tech partnerships.
Dive into the findings to understand what it takes to be future-ready in today's advertising world. You can find the full Forrester study at the end of this blog post, so keep reading to learn more about the most prominent statistics and our largest takeaways.
#1: To Grow Revenue, Respondents Need To Focus On Customers.
Through our research with Forrester it became clear that both improving customer satisfaction and increasing retention remain vital for meeting top goals like growing revenue and increasing site traffic. 52% of respondents identified improving customer satisfaction as a top priority, while 48% emphasized the importance of increasing customer retention. These goals align with their primary objective of growing revenue, which 60% of respondents ranked as their top priority. Additionally, enhancing search visibility (49%) and boosting site traffic (45%) were highlighted as key goals, both driven by the need to attract and engage the right audience, and ultimately supporting broader revenue and growth objectives.
#2: Environmental Issues Are Becoming Increasingly Important To Advertising Players.
There’s no doubt that companies are becoming increasingly focused on sustainable growth. As advertising leaders plan for the future, they recognize the importance of maintaining sustainable practices, with many committed to continuing strategies like cookieless solutions and supply path optimization, and the reduction of the carbon footprint of the advertising industry. As environmental concerns become more prominent, advertising players are adapting their strategies to ensure they align with these evolving priorities.
In our study with Forrester, it was found that 79% of respondents are prioritizing sustainability and social issues in their ad spend decisions. Additionally, 77% of respondents said that they value efficiency and performance over access to exclusive inventory, indicating a preference for doing more with less. And when brands are able to identify placements that meet their standards they want to be able to easily access more inventory of a similar quality.
#3: Safety, Transparency, and Simplicity are Key AdTech Features
Respondents want to worry less about the downsides of basic programmatic strategies: questionable brand safety, excessive waste, and complex campaign configurations. Our study with Forrester saw the majority of advertising players seeking out ad tech partners with high brand safety standards, transparency, and a focus on progressive topics like DEI and sustainability. Features such as brand safety standards, ease of use, and managed service options all ranked in the top four of the Top Desired Ad Tech Vendor features. Have a peek for yourself in the graph below.
Methodology: Interviewing Marketing Agencies And Brands
Earlier this year we partnered up with Equativ and commissioned Forrester Consulting to execute a customized opportunity snapshot study as a means to both research, explore and showcase present-day areas of focus in the ad tech industry looking to strengthen partnerships . As a means to create this study, Forrester Consulting supplemented this research with custom survey questions asked of 212 US-based marketing leaders at agencies and brands. The custom survey began and was completed in May of 2024.
Why Forrester? Industry Experts On Customer Growth
As a key player in the world of customer research, Forrester is focused on helping global consumer businesses and technology leaders accelerate growth through a clear understanding of current landscapes and future opportunity. We commissioned this study from Forrester to better understand the opportunities and challenges that ad tech partners and marketing leaders are facing.
Curious to learn how to future-proof your ad tech partnerships? Download the full Forrester study here.
Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.
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