The Forrester Wave™: Social Advertising
Platforms, Q4 2013
by Zachary Reiss-Davis, December 17, 2013
Marketers Spend On Social Ads But Need Third-Party Tools To Make It
In addition to TV and search ads, marketers are spending more on influencer and
advocate marketing, and especially social ads, for reach. In parallel, a new category of
tool, social advertising platforms, has emerged to help marketers effectively buy these
ads, manage large groups of them, target granular audiences, and measure effectiveness.
Kenshoo Is The Social Advertising Platform Category Leader
Kenshoo has leveraged its leading capabilities in search and bid management to jump
out ahead in social advertising as well. Kenshoo dominates, thanks to its strong core
platform, integrations with other tools, international capabilities, and strategy.
The Runners-Up: Salesforce.com, Marin Software, Unified, Shift, And
Optimal, Followed By Nanigans
Some platforms offer deep analytics and optimization abilities but can’t treat the ads as
social content; others are the opposite. Some have great services organizations but aren’t
ready to serve international customers; for others, it’s the reverse. Decide which of these
you need, then use this report to identify which vendors offer the best fit.
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