15 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 56% planning to adopt/are adopting/ expanding their use of marketplaces. Similarly, over half of respondents reported expanding/upgrading their use of marketplaces or planning to implement in the next 12 months. “[Marketplaces are] a focus. [We’re] trying to determine how can we offer additional value and efficiency with video ad customers in a data marketplace where they can find new sources of data or vendors that have been approved and can run within our tech environment.” — Director of advertising strategy, cable and streaming media Base: 623 global technical and business decision-makers in media and entertainment Source: A commissioned study conducted by Forrester Consulting on behalf of AWS, July 2023
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