Latest Gartner adtech report shows two vendor maturity paths

The latest Gartner Adtech Magic Quadrant has been released and shows Google, Adobe, The Trade Desk, Amobee, MediaMath and Adform leading the way. The report focuses on adtech players that offer technology for managing digital advertising across channels including functionality around targeting, campaign design, media buying, analysis, optimisation and automation. […]

The latest Gartner Adtech Magic Quadrant has been released and shows Google, Adobe, The Trade Desk, Amobee, MediaMath and Adform leading the way.

The report focuses on adtech players that offer technology for managing digital advertising across channels including functionality around targeting, campaign design, media buying, analysis, optimisation and automation. Gartner analysed 14 vendors in total and noted offerings are falling into two camps.

On one hand, vendors are actively participating as advertising sellers as well as technology management providers. Digital giants, such as Google and Amazon, as well as media owners, such as AT&T and Verizon, fall into this dimension. The second group of players are pursuing a more converged vision of media buying across traditional, digital and emerging TV channels, the analyst firm said.

Featured in the adtech leadership quadrant both for their ability to execute as well as completeness of vision are Google, The Trade Desk, Amobee, Adobe, MediaMath and Adform.

Google was noted for strengths in extensible, advanced analytics tools and automation features meeting basic through to fully customisable advertiser needs. Gartner said its Display and Video 360 offerings also provide aggregate data from Google’s massive dataset for audience profile analysis and targeting, while its dominant position in the ecosystem was undisputed. However, regulatory threats over antitrust concerns in the US and UK plus the closed environment were raised as cautions.

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