Maximizing Display: Forrester

In September 2012, Criteo commissioned Forrester Consulting to evaluate the impact of new data techniques and technologies on the online display ecosystem. In conducting interviews with indiviudals in US and Europe, dealing with the data analysis and the use of data in display advertising at Media Agencies, DSPs, trading desks and RTB supply sources, Forrester found that display is more complex than ever with new devices and form factors creating not just new traffic but new data sets to help increase accuracy and reduce churn. The increasing commodity of third party data sets are being complemented by deeper more valuable integrations into the enterprise and social domains.The skills needed to manage the technical data stack require new disciplines and use of unstructured data and technologies of display.

Forrester's study yielded four key findings:

• The real debate is around “Big Insights” - not “Big Data”.
• Innovation in display doesn’t fear complexity - it thrives on it.
• Data distribution is a commodity – the value is in the pollination of data sets.
• The display space is in for a disruptive few years of legislation.

The quantity of data has always been ahead of the ability to use it effectively... The art of these things is in managing the complexity of things." - Media strategist at a European communications planning and buying agency.