Forrester is a global independent research and advisory firm that helps leaders across technology, marketing, customer experience, product, and sales functions make confident decisions in an AI-driven world. The firm differentiates itself through proprietary research, continuous guidance, and immersive events that accelerate initiatives and deliver measurable outcomes. Forrester's customer-obsessed approach and research-based consulting provide actionable insights for executives to execute their priorities with confidence.
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Forrester has defined two new market categories for enterprise AI: Neocloud, a purpose-built infrastructure layer for GPU and accelerator utilization, and NeoPaaS, a Kubernetes-based platform layer for governing agentic AI lifecycles. These frameworks are intended to help technical leaders standardize AI workloads and improve infrastructure efficiency.
Visa has announced an agreement to acquire behavioral biometrics specialist BioCatch for $2.4 billion to bolster its fraud detection and identity verification capabilities. The acquisition marks a strategic move to integrate continuous user behavior analysis into Visa’s merchant-facing protection suites, addressing pre-payment risks like account takeovers.
The European Union is developing legislation to enforce stricter age verification and platform design standards for social media to protect minors. These potential regulations threaten the availability of behavioral data signals used for targeted advertising and audience measurement, forcing brands to prepare for restricted targeting and increased platform-led compliance.
Microsoft is transitioning its Entra ID enterprise identity platform to default to passkeys by September 2026, with the total retirement of legacy SMS and voice authentication services set for February 2027. This industry-wide shift toward phishing-resistant authentication frameworks directly impacts how media organizations secure their internal tools and CIAM infrastructure.
Forrester analysts report that global organizations are shifting from vague, aspirational Net Zero commitments to practical operational frameworks focused on energy efficiency and supply chain accountability. The report highlights that this transition is driven by the need to manage infrastructure costs associated with AI and cloud services while maintaining compliance and commercial eligibility in the B2B sector.
Forrester released new research on June 24, 2026, based on its 'State Of AI Inside US Marketing Agencies, 2026' report. The company says the findings show AI is widespread in agencies and is reshaping priorities around creativity and differentiation.
According to research from Forrester and the 4As, Google has overtaken OpenAI, Adobe, Microsoft, and Anthropic as the preferred AI partner for US marketing agencies. Agencies are shifting their focus from standalone models to integrated operating systems that unify data, creative tooling, and media activation across platforms. This structural change impacts how ad-tech workflows, synthetic content, and video ad creatives are orchestrated and delivered.
Forrester's Q2 2026 report outlines the market's shift from blocking bots to managing trusted AI agent traffic, emphasizing a 'trust-first' approach for digital interactions. This evolution requires cross-functional business involvement and robust analytics from streaming professionals to effectively handle automated traffic. The report highlights that successful solutions must go beyond simple detection to identify intent, distinguish between beneficial and harmful automated traffic, and integrate across the ecosystem.
Forrester defines Web Application Protection Platforms (WAPPs) as unified solutions integrating WAF, API security, and bot management for improved detection, efficiency, and cost savings. This shift from standalone WAFs is relevant to streaming services protecting their digital experiences from evolving attack vectors. Forrester will release a landscape report on WAPPs in Q3 2026.
Forrester reports on the maturation of creative advertising technology, shifting from fragmented productivity tools to integrated systems focused on performance. This change enables streaming advertisers to link creative decisions to media outcomes and utilize generative AI for automated production, testing, and optimization. The firm notes that while past DCO efforts were limited, GenAI is driving a new phase where value shifts toward creative strategy and intelligence.
