Forrester Publishes Marketing Measurement Wave Rankings
Forrester published The Forrester Wave: Marketing Measurement And Optimization Services, Q1 2026 earlier this week, evaluating 12 consulting-focused providers including Acxiom, Analytic Partners, Kantar, and TransUnion. The report finds top vendors broadening services into creative, supply-chain, and pricing measurement, mapping generative/agentic AI roadmaps, strengthening data partnerships, and urging clients to use its compare-vendors tool to shortlist providers.
Key Points
- 1Identifies 12 MMOS providers, including Acxiom, Analytic Partners, Kantar, TransUnion, and LatentView
- 2Highlights vendors expanding into creative, supply-chain, pricing measurement and generative/agentic AI roadmaps
- 3Advises clients to use compare-vendors, shortlist suppliers, and book inquiries for tailored RFP selection
Scoring Rationale
Authoritative, actionable Forrester vendor evaluation drives procurement decisions; limited novelty as a routine quarterly market assessment.
Sources
Public references used for this report.
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