New study: How marketers are building a new approach to advertising

To satisfy intensifying consumer demand for personalized experiences while respecting privacy and new regulations, marketers must innovate to deliver relevant, effective content at scale.

IBM Watson Advertising recently commissioned a study with Forrester Consulting of over 150 senior advertising decision-makers about the impact of transformation on their digital tactics and the role AI will play in their experiences moving forward. In this blog, Forrester Consulting summarizes the findings of this study and offers potential solutions to challenges such as:

  • Threats to consumer trust.
  • Risk of regulatory scrutiny.
  • Limits on privacy-friendly customer data.
  • Obstacles to messaging and creative stability.

Download the complimentary study.