Navigating the Road to Integrated Buying

December 2013

As marketers increasingly turn to integrated technology platforms to address their digital marketing needs, we wanted to understand the perceptions, opinions and predictions related to these platforms. We partnered with Forrester Consulting to interview a range of experts, including ad agency executives, trading desk executives and marketers. The study explores the challenges in digital — specifically, display — campaign execution, the role of emerging platforms like demand-side platforms (DSPs) in addressing these challenges, as well as perceptions, expectations and predictions around fully integrated digital marketing platforms.

As consumer decision-making gets more complex, automation helps to simplify