Forrester

As a result, marketers must navigate, manage and master multiple platforms with multiple vendors — a daunting process that can lead to a lack of transparency on digital media buys and performance due to ineffective vendor management.

This study, based on in-depth surveys with US marketers, analyzes digital media purchasing behaviors and the challenges and benefits posed by various pricing models.

Top Findings Include:

  • Common media purchasing behaviors based on the desire to meet customer expectations.
  • The challenges posed by managing multiple vendors and technologies.
  • The ways in which marketers can simplify their processes through various pricing models and unified platforms.
  • The impact of selecting the right ad technology based on business objectives.

Transparent Pricing

The End to Black Box Marketing