Last updated Apr 18, 2026 by jonholm
Forrester's latest Wave evaluation of the B2B advertising technology landscape scores 14 vendors across 28 criteria, with particular focus on AI-driven intent data, account-based measurement, and cross-channel orchestration. The report finds a significant capability gap emerging between vendors who have deeply integrated generative AI into their platforms and those who have bolted on AI features superficially. 6sense and Terminus are highlighted as Leaders while several legacy players drop to Contenders.
Forrester's latest Wave evaluation of the B2B advertising technology landscape scores 14 vendors across 28 criteria, with particular focus on AI-driven intent data, account-based measurement, and cross-channel orchestration. The report finds a significant capability gap emerging between vendors who have deeply integrated generative AI into their platforms and those who have bolted on AI features superficially. 6sense and Terminus are highlighted as Leaders while several legacy players drop to Contenders.