Kelsey Chickering

Kelsey Chickering is a Principal Analyst at Forrester Research, where she has built a reputation as one of the industry's most cited voices on programmatic advertising, AdTech vendor evaluation, and the structural shifts reshaping digital media buying. Her research is widely referenced by Fortune 500 marketing leaders, agency holding companies, and technology platforms seeking to make sense of a rapidly fragmenting and privacy-constrained advertising ecosystem. She is particularly known for her work on the cookieless transition, retail media networks, and connected TV advertising. At Forrester, Chickering produces influential research reports and provides direct advisory services to senior marketing and technology executives. Her coverage spans the full AdTech stack — from demand-side platforms and supply-side platforms to identity resolution solutions and data clean rooms — giving her a holistic view of how the ecosystem is evolving in response to privacy regulation, signal loss, and the convergence of AdTech and MarTech. She regularly speaks at major industry conferences including those hosted by IAB, Advertising Week, and similar forums. Chickering's analytical work helps organizations evaluate technology vendors, build programmatic strategies, and anticipate regulatory and market shifts before they become crises. Her ability to translate complex technical and policy developments into actionable business guidance has made her a trusted resource across both the buy side and sell side of the digital advertising industry.

• Established as a principal analyst at Forrester covering the AdTech and programmatic advertising sector, one of the most closely watched research coverage areas in digital marketing
• Regularly cited by major brands, agencies, and technology platforms as a key external voice shaping AdTech investment and strategy decisions

• Forrester Research reports on programmatic advertising, AdTech vendor landscapes, and digital media buying strategy