Forrester Research

Leading independent research and advisory firm with significant influence in AdTech vendor evaluation and selection

Forrester Research is a publicly-traded research and advisory firm founded in 1983 that provides independent research, data, and advisory services to help business and technology leaders navigate digital transformation. While not exclusively an AdTech company, Forrester plays a significant role in the advertising technology ecosystem through its influential research reports, analyst evaluations (including the Forrester Wave™ reports), and advisory services that help enterprises evaluate and select marketing and advertising technology solutions. Forrester's coverage of the AdTech and MarTech landscape includes comprehensive evaluations of ad platforms, marketing automation tools, customer data platforms, analytics solutions, and programmatic advertising technologies. The company serves as a trusted third-party evaluator that influences purchasing decisions across the advertising technology industry. Their research methodology and Wave reports are widely cited by vendors and buyers alike, making Forrester a key influencer in shaping market perceptions and competitive positioning within AdTech. The company generates revenue primarily through subscription-based research services, advisory consulting, and events. Forrester's clients include Fortune 500 companies, technology vendors, and agencies seeking independent analysis to inform their technology investments and strategic decisions in marketing, advertising, and customer experience domains.