The Forrester Wave™: Marketing Measurement And Optimization Services, Q1 2026
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
The Forrester Wave evaluation is an assessment of the top vendors in the market; it doesn't represent the entire vendor landscape. Marketing measurement and optimization services customers may be familiar with or considering vendors mentioned in the Other Notable Vendors section, which were not evaluated in this report.
A: Vendors are evaluated based on inclusion criteria including: a marketing measurement consulting focus, substantial marketing measurement and optimization revenue (at least $30 million USD in last fiscal year), and mindshare among Forrester's enterprise clients. Vendors may not appear in subsequent evaluations if they no longer meet these criteria, decline to participate, are acquired or merge with other companies, or if market conditions change. In this evaluation, Nielsen was dropped because it sold its measurement services to Circana.