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Forrester Research just released a report called “The End Of Advertising As We Know It.” It makes a strong case against programmatic ad units, and suggests that brands should “shift their billions from ad interruptions to branded relationships.”

Basically, the problem with programmatic ads are that people don’t like them, people aren’t engaging with them, and people actively avoid them:

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Instead, Forrester recommends opt-in brand experiences which foster “deeper relationships with the companies that matter to them,” according to Forrester lead analyst James McQuivey.

As you can guess, we love data-driven reports by world-class research firms that extol the virtues of the kinds of brand experiences we create for our clients.

Forrester specifically mentions the outsize value of conversational brand interfaces like:

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