This report by Forrester Consulting highlights the opportunities and challenges presented by the shift towards privacy-first advertising. With consumers demanding better privacy protections and technology evolving to meet those demands, brands and agencies are investing in programmatic advertising. However, the technology must continue to evolve to meet the needs of buyers as advertising shifts to a privacy-first model. Preparedness breeds confidence for brands and agencies, and the report provides key recommendations for success in this new era of advertising.
