Evelyn Mitchell-Wolf — Senior Analyst, AdTech at Forrester

Evelyn Mitchell-Wolf has joined Forrester Research as a Senior Analyst covering AdTech, marking a significant addition to one of the most influential analyst firms in the marketing and advertising technology space. In this role, she focuses on the programmatic advertising ecosystem, ad tech platforms, and the evolving landscape of digital advertising infrastructure. Her coverage encompasses topics such as the open web, privacy-centric advertising, identity resolution, and the shifting dynamics between walled gardens and independent ad tech vendors. Mitchell-Wolf brings a strong background in AdTech research and analysis to Forrester, where she is positioned to shape enterprise-level understanding of ad technology investments and strategies. Her appointment reflects Forrester's continued commitment to deepening its AdTech coverage at a time when the industry is undergoing significant structural transformation, including the deprecation of third-party cookies, the rise of retail media networks, and the maturation of connected TV advertising. As a senior analyst, she produces research, advises clients, and contributes to Forrester's broader marketing technology frameworks, giving her substantial influence over how brands, agencies, and technology vendors are evaluated and positioned in the market.

The addition of a dedicated Senior AdTech Analyst at Forrester carries meaningful implications for the broader AdTech ecosystem. Forrester's research and Wave reports are widely used by enterprise buyers to make vendor selection and investment decisions, meaning Mitchell-Wolf's analytical frameworks and coverage priorities will directly influence how AdTech companies are perceived and evaluated by major advertisers and agencies. Her focus areas — including programmatic infrastructure, identity, and the open web — align with the most contested and rapidly evolving segments of the industry. Vendors operating in these spaces will need to engage with her research agenda to ensure accurate representation in Forrester evaluations. For the industry at large, having a dedicated analyst at a top-tier firm signals that AdTech complexity warrants specialized, sustained coverage rather than being subsumed under broader marketing technology analysis. This could elevate the quality of enterprise discourse around AdTech procurement and strategy, potentially accelerating adoption of more sophisticated, privacy-forward solutions as her research helps buyers navigate an increasingly fragmented landscape.