Joanna O'Connell

Joanna O'Connell is widely regarded as one of the most credible and insightful analysts covering the advertising technology landscape, with a career that spans both the practitioner and advisory sides of the industry. At Forrester Research, where she serves as VP and Principal Analyst, she advises marketers, agencies, and technology vendors on programmatic strategy, identity resolution, ad tech consolidation, and the evolving intersection of ad tech and mar tech. Her research is distinguished by its operational grounding — she doesn't just analyze the industry from the outside, she has lived it. Before joining Forrester, O'Connell built a career at the heart of programmatic advertising's formative years. As SVP of Marketing at MediaMath, she helped shape the narrative around demand-side platforms and programmatic buying at a pivotal moment in digital advertising history. Her tenure at the IAB as VP of Industry Initiatives gave her deep exposure to standards development and cross-industry collaboration, while her role as VP of Research and Advisory Services at AdExchanger positioned her as a key voice in translating complex ad tech dynamics for practitioners and executives alike. O'Connell is a frequent speaker at major industry conferences including Advertising Week and IAB events, and her commentary is regularly sought by trade press on topics ranging from supply path optimization to privacy-centric identity alternatives. Her ability to bridge technical complexity with strategic business implications makes her a trusted resource for both buy-side and sell-side stakeholders navigating an increasingly fragmented and regulated advertising ecosystem.

• BA, Boston College

• Built research and advisory practice at AdExchanger during the critical early growth phase of programmatic advertising
• Contributed to IAB industry standards and best practices development as VP of Industry Initiatives
• Established herself as one of Forrester's leading voices on programmatic and ad tech strategy

• Forrester Research reports on programmatic advertising, identity, and ad tech strategy